Burst Acquires U.K. Network OTP Media

Burst Media is set to grow in Britain thanks to its acquisition of OTP media, an ad network based in the U.K.

OTP boasts a strong presence in verticals like parenting, automotive, sport, food and entertainment, making it an attractive acquisition for Burlington, Mass.-based Burst, which was already the 16th largest ad network in the U.K. Terms of the deal were not disclosed. “OTP Media shares our core value of championing online vertical content and the Web publishers that produce it,” said Jarvis Coffin, CEO of Burst Media, in a written statement. “This acquisition adds to the value of what both companies can bring to U.K. publishers and the resources they can put to work for U.K. advertisers trying to reach engaged audiences online.”

Publishers in the OTP stable include RobbieWilliams.com, Carpages.co.uk, Streetmap.co.uk and i92.com, and advertisers include Marriot Hotels, Mercedes, Paramount and Pepsi.

Like other online media companies, Burst has lately been pouring resources into developing a presence in niche verticals. Burst’s most recent acquisition came in October when it purchased Giant Realm, a network that focuses on 18-34 year old men by targeting gaming, comic and gadget sites.