Digital ad software company Viant Technology is in talks that could lead to the Irvine-based firm purchasing rival ad firm MediaMath of New York City, industry news website Digiday.com said.
“The exact nature of the proposals on the table is unclear,’ according to Digiday.
The website said a deal could be closed within weeks, although no approximate deal value has been discussed.
“Viant cannot provide comment at this time,” a company spokesperson said.
Shares in Viant Technology closed down 0.2% at $4.39 for a market cap of $273 million.
