Smart AdServer, an independent ad monetization platform, completed the acquisition of LiquidM, a globally operating self-service Demand Side Platform, from Gruner + Jahr, a publishing house. Financial terms were not disclosed. "Our industry currently faces a crisis of value erosion that puts increasing pressure on the entire programmatic ecosystem. Buyers seek transparency, accountability and more value from their media investments while publishers yearn to better monetize their core assets, including audience and 1st party data. LiquidM's proven record in innovation will boost Smart's commitment to creating Value Path Optimization emphasizing full transactional transparency. This will enable conflict-free, premium value and low-fee buying so both advertisers and publishers can flourish in a shared-interest approach," Arnaud Créput, Smart AdServer CEO.