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Amobee Is Now Nexxen: A DSP's Rebrand Gamble
Why a 43-person, $4.6M revenue ad tech firm is betting everything on a new identity
Amobee.com is a ghost town that redirects to Nexxen.com, signaling a complete brand pivot for a company that once competed in the crowded Demand-Side Platform (DSP) market. This isn't just a rebrand; it's a survival strategy for a legacy player trying to outrun its own stagnation.
"When your 'amobee' branded keyword volume (1,650) is dwarfed by your new name 'nexxen' (10,490), the rebrand isn't a choice—it's a desperate pivot to capture existing momentum."
The Silent Workforce
With only 43 employees and $4.6M in revenue, Amobee/Nexxen operates at a staggering $107k revenue per employee. In the high-burn world of ad tech, this isn't efficiency; it's a skeleton crew. The team is lean to the bone, likely relying on automated tech stacks (jQuery, Tailwind) rather than heavy human capital to service clients.
The Identity Crisis
The data reveals a split personality. 55% of traffic is direct—people typing 'amobee.com'—yet the site now redirects. The SEO strategy is in flux; 36% of traffic comes from organic search, but the top keyword is the old brand name. They are essentially burning their own brand equity to fuel the Nexxen identity.
The tech stack tells the story of a company built on standard, off-the-shelf solutions rather than proprietary innovation. Using jQuery, Bootstrap, and generic PWA frameworks suggests a focus on functional utility over cutting-edge performance. It’s a stack that works, but doesn’t scream 'market leader' in the programmatic advertising space.
- Revenue is flat and low ($4.6M) for an ad tech entity
- Traffic sources are dominated by direct visits (brand legacy)
- Global rank is deep in the 1.5M range (niche visibility)
- Top keywords show the old brand still holds search value
The Verdict: Niche Pivot or Slow Fade?
Nexxen is betting the farm on a name change, but revenue and scale need to catch up fast.
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Open Graph Image
https://www.amobee.com/wp-content/uploads/2022/04/Blades-Metadata-Graphic-v2.jpg
Meta Tags
Amobee is now Nexxen!
Amobee is now Nexxen! Visit nexxen.com to learn more.
Amobee
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About amobee.com
Amobee is now Nexxen! Visit nexxen.com to learn more.
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Technology Stack
amobee.com uses 15 technologies across their website including Vimeo, reCAPTCHA, Contentful, WordPress, and more.
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Vimeo
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reCAPTCHA
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Contentful, WordPress
CDN
jsDelivr
Cloud & Hosting
Cloudflare
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OneTrust
Traffic & Audience
amobee.com receives approximately 13.1K monthly visitors and ranks #1,580,901 globally. The website has a bounce rate of 39% with visitors viewing an average of 2.8 pages per visit. Users spend an average of 1:35 on the site.
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