Online ad tech company Undertone has acquired digital publisher rep firm WWN. Terms of the deal, New York-based Undertone’s second in the past past, were not disclosed. The purchase of Paris-based WWN is intended to expand Undertone’s global reach, as the company works to evolve from an ad network—it dumped the “networks” part of its name not too long ago—into a more general online ad services provider to publishers and advertisers. “There’s nothing inherently negative or wrong with the ad network model,” Undertone CEO Mike Cassidy said in an interview with paidContent. “We just find the label too confining.”
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