[Techtaffy Newsdesk]

Ad management and distribution platform DG has signed a definitive agreement to acquire privately held Peer39, a provider of webpage level data, for approximately $15.5 million in cash and stock. DG will pay $10 million in cash, issue approximately 357,000 shares and assume $2.3 million earn out payment.

Subject to customary terms and closing conditions, the transaction is expected to close within a few days. Andy Ellenthal, CEO of Peer39, will be joining the DG executive team as executive vice president of DG’s global sales and operations.