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Needham’s Extreme Reach extends scope with $485m purchase of TV ad service

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With a $485 million deal, a little-known Needham company has captured a leading spot in the advertising technology market to distribute and track commercials across all screens, from tiny smartphones to whopping TV sets.

Extreme Reach Inc. has grown rapidly in just the past few years, fueled by big brands such as Ford and Geico that are using its technology to distribute ads to television stations or to have them pop up at the right moment on YouTube and Hulu.

Now, Extreme Reach has agreed to buy a major chunk of Digital Generation Inc. of Irving, Texas, taking out a rival in the crowded ad tech marketplace.

“There are dozens, if not hundreds, of ad tech companies competing,” said John Roland, Extreme Reach chief executive officer.

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