The deal will help Kubient sell digital ad inventory and expand its supply-side marketplace and expand its video advertising reach by integrating its existing video advertising capabilities into Fidelity’s platform.

Fidelity’s fmxSSP platform will be integrated into Kubient’s Audience Cloud marketplace so Fidelity’s clients can reach, monetise and optimise their audience through Kubient’s AI-driven, pre-bid fraud prevention tool.

Peter Bordes, chief executive officer of Kubient, said: "Kubient’s Audience Cloud is built to provide an open transparent marketplace for both buyers and sellers. Fidelity Media’s fmxSSP and header bidding capabilities are welcome additions to marketplace offerings, and we look forward to providing even more options to Fidelity’s robust client list."

Oleg Naydenov, director of product at Fidelity Media, will be joining the Kubient team as platforms director on the product development team. He said: "Kubient is bringing much-needed transparency and efficiency to an opaque, complex ecosystem and layering in groundbreaking fraud protection and ease of use. I am proud to be part of the team that is transforming the buying and selling of digital media."