From left to right: Nicolas Faucher, Christopher Rovny and Guillaume Bédard

MediaTonik is acquiring Obox’s advertising network, building on a established partnership between the two Montreal-based rep houses.

Having worked together in a programmatic partnership for more than two years, the merger became the next logical step to accelerate revenue growth and client coverage across Canada, according to the companies.

Obox founder Christopher Rovny will become chief strategy officer of MediaTonik, joining MediaTonik’s chief operating officer Guillaume Bédard and president Nicolas Faucher as the company’s third shareholder.

Despite being competitors, the companies are complementary. Obox has developed efficient technology in terms of programmatic sales, while MediaTonik has a solid foundation in direct sales, content integration, contextual advertising and sponsorship.

“In terms of business development, we see an immediate benefit for both our advertisers and publishers: we will invest further in our technology, and we’ll be doubling down on our business development efforts both on the advertiser front and new product offerings,” Rovny says.

The merged organization remains independent and will continue to operate under the name MediaTonik. It now represents more than 40 premium digital properties and reaches more than 12 million users each month. The two companies will merge into one office in Montreal, as well as a satellite office with two account directors in Toronto.

Outside of its ad network, the Obox Group’s other holdings include a production studio and a roster of more than 30 media brands.