Popimedia popped up by Publicis Africa Group

Popimedia's Daniel Levy, Ryan Silberman, Gil Sperling

It's confirmed: Publicis Africa Group has wholly acquired Johannesburg-based Popimedia.

The closed deal (for an undisclosed sum) serves as the first time an advertising network has invested in an ad-tech company.

According to Kevin Tromp, Publicis Africa Group CEO, the acquisition will provide clients across the continent and beyond with tools and skills that provide measurable competitive advantage via social and digital media, which no longer serve as a nice to have, but are now critical to brand growth.

Popimedia will continue to operate under its own brand while being included extensively in the broad-based agency group's current and future offering across Africa.