Ad Tech

Our market leading Ad Tech lawyers have significant experience in relation to all agreements within the programmatic ecosystem. We structure and negotiate platform and vendor deals and our offering includes:

• Designing and negotiating end-to-end AdTech agreements whether on the buy side, sell side, private market place, curation, trading desk or ad serving
• M&A – we have a plethora of experience in supporting our ad tech clients in relation to investments and exits
• Data privacy advice audits and impact assessments
• Audit and compliance reviews of AdTech partners

Recent examples of our AdTech work include:

Acquisition of a Leading SSP and Ad Exchange

We advised a global digital media group on the acquisition of a supply-side platform (SSP) and ad exchange. The transaction involved complex due diligence on ad-tech infrastructure, data flows, and publisher integrations, alongside negotiation of acquisition and transitional services arrangements. Our expertise ensured seamless transfer of operations and compliance with data protection laws across multiple jurisdictions.

SSP / DSP Partnership Agreements

Our team regularly advises on high-value commercial arrangements between supply-side (SSP) and demand-side (DSP) platforms. This includes drafting and negotiating agreements governing real-time bidding, auction mechanics, and data-usage rights. We help clients balance commercial flexibility with transparency, ensuring alignment with industry standards such as IAB protocols.

SSP/Publisher agreements

We support SSPs and publishers in structuring long-term monetisation partnerships. Our work typically involves negotiating revenue models, inventory access, data ownership, and brand-safety obligations, ensuring both operational efficiency and legal compliance across multiple markets.

Supporting the set up of a new ad exchange in the UAE

We supported the launch of a new programmatic ad exchange in the United Arab Emirates. Our advice covered regulatory structuring and the drafting of all core trading documentation – including all terms of trading – enabling a compliant and competitive market entry.

PMP agreements

We assist both buyers and sellers in structuring and negotiating private marketplace (PMP) arrangements. Our role includes ensuring transparency on auction mechanics, data use, and pricing structures, while aligning agreements with the commercial realities of programmatic buying.

Curation as a Software

We advise curation partners and technology providers on bespoke booking terms that define inventory selection, data licensing, and optimisation rights. Our work ensures commercial flexibility while maintaining clear legal frameworks for data processing, liability, and performance measurement.

Programmatic sales representation agreements

We act for media sales houses and technology providers in drafting programmatic sales representation agreements. These contracts govern revenue-share structures, data usage, and brand obligations, ensuring fair and transparent representation in programmatic advertising transactions.

Mergers & Acquisitions

Acting for the shareholders of a UK award-winning AdTech and retail optimisation services provider on the sale of shares to a European leading ecommerce accelerator to create an innovative 1P/3P end-to-end solution for brands.