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The Programmatic Advisory expands footprint with acquisition of US programmatic consultancy firm Forge Group

The Programmatic Advisory have acquired Forge Group as of the 10th of October 2019.

Wayne Blodwell, Founder & CEO of The Programmatic Advisory said: “We are delighted to be acquiring Forge Group in the US. The US market have adopted programmatic at a rapid pace, with spend volumes 5x as high as the next largest programmatic market. However, this rapid adoption has not been without challenges. Brands are now trying to navigate their way through complex issues such as operating models, technology selection and contract negotiations with only the support of conflicted entities. We’re looking forward to taking our totally impartial consultative approach to the US. Mike and his team have done an incredible job in taking the business to the point it’s at today and we’re delighted to be furthering that under The Programmatic Advisory brand. “

Mike Hans, Founder & CEO of Forge Group said: “We’re excited to become a part of The Programmatic Advisory. Wayne and team has done a phenomenal job building a truly transparent and unbiased programmatic consultancy and have an impressive client roster as proof. With The Programmatic Advisory’s depth of experience and capability, we see this as a unique opportunity to scale the work we’ve done on our mission to help brands bring transparency, efficiency, and measurability to their programmatic transformation efforts.“


Forge Group will rebrand under The Programmatic Advisory with immediate effect and Mike Hans will step down from his role as CEO.

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