Leonis Principal, Inc. (d/b/a “Leonis Partners”) and The Jordan Edmiston Group, Inc. (d/b/a “JEGI CLARITY,” and together with Leonis Partners, the “Parties”) have entered into a proposed combination agreement (the “Transaction”). The Transaction is subject to approval by the Financial Industry Regulatory Authority (“FINRA”) and in the UK by the Financial Conduct Authority (“FCA”). The Parties will continue to be two distinct entities and businesses until the Parties obtain FINRA's and the FCA's approval of, and close, the Transaction. Click here for more information.
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Transaction

Building a global adtech leader empowering publishers to maximize ad revenue

The merger provides Snigel with access to a highly engaged gaming and entertainment community and expand its presence in the UK market.

Date: February 2025
Deal Type: Founder Sale
Role: Sell-side M&A
Sectors:
  • Digital Media and Content
  • Marketing Services and Technology

JEGI CLARITY has advised Publisher Collective on its merger with Snigel, a portfolio company of CBPE.

Publisher Collective is a global advertising platform that supports games and entertainment communities by delivering effective monetization solutions. With a network of over 180 websites, it reaches more than 110 million unique users monthly, facilitating connections between publishers and advertisers to enhance revenue growth.

Headquartered in Dublin, Snigel is a global advertising technology business that enables publishers to grow their ad revenue while optimizing the user experience and solving all data privacy requirements. The business was founded in 2012 by former Google executives and has established itself as the trusted monetization partner to a fast-growing cohort of premium websites.

This merger expands the combined group’s capabilities and market presence, strengthening its position as a leading provider in the publisher monetization sector. The new entity will integrate Snigel’s proprietary AI-powered technology platform, AdEngine and its global Ad Operations resources with Publisher Collective’s expertise in the gaming and entertainment sectors.

Together they will build on their joint portfolio of over 600 websites that serve over 10 billion ad impressions every month. Additionally this merger grows their international direct sales force, which sells higher yielding advertising campaigns directly to brands and agencies, providing even more value to their publishers.

View press release
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