DanAds acquires BackBone Consulting.

DanAds, a Stockholm, Sweden-based company providing a white label self-service advertising automated solution, announced that it acquired BackBone Consulting, a Stockholm developer of marketing and marketing systems focused on the media industry.

The financial details of the transaction remain undisclosed.

Backbone Consulting AB, founded in 2008 and led by CEO Johan Magnus Liljelund, develops CRM-/Order management systems for the media industry. The company's main product, Backbone4Media, is an end-to-end solution for media sales organizations used by 20 customers in Europe with over 500 daily users.

DanAds, founded by Peo Persson in 2013, develops an online platform that makes it easier for advertisers to buy ads on publishing properties. Through the acquisition of Backbone Consulting AB, DanAd will grow to approximately 40 people, of which 11 are at the headquarters in Stockholm.

DanAds has raised roughly $3M in venture capital, from institutional investors including Wellstreet VC, Almi Invest and Forward VC, and angels Alexander Hars,  Fredrik Malm and Patrik Hamilton.