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SQAD takes over ad planning firm Workhorse Software

US media cost forecasting company SQAD has completed its acquisition of domestic advertising planning software firm Workhorse Software for an undisclosed sum.

Workhorse Software’s key offering – cloud-based media planning management software Mediatools – is used by more than 6,500 media entities globally.

Neil Klar, CEO of SQAD, said that the deal was a direct response to the increasing demand for integrated data and business systems in the media industry. The acquisition will allow SQAD to provide customers with an enhanced service portfolio, including integrated and scaled media planning and performance solutions. Its existing customer base covers more than 1,500 advertising agencies, television and radio stations, cable operators and Internet publishers.

Cooley LLP provided legal advice to SQAD in the transaction, while Workhorse received advice from Metronome Partners LLC and Reed Smith LLP.

Read more at: M&A Navigator