Dive Brief: Extreme Reach, a maker of web-based software to manage video advertising, agreed to acquire competitor Adstream for an undisclosed sum, per an announcement. Extreme Reach has 700 employees and manages more than 30 million creative assets on behalf of brands, while Adstream is a cross-media advertising content delivery platform that supports more than 7,000 customers with more than 2 million deliveries each year. The combined company will offer brand marketers software tools to manage creative assets, handle talent and rights agreements, serve digital video ads on connected platforms and distribute commercials on linear TV, per the announcement. Dive Insight: Extreme Reach's planned acquisition of Adstream follows years of buying other companies to build out its platform as video advertising became more digitized, and to expand into other lines of business. The combined company aims to help marketers manage their creative assets and execute video ad campaigns among an increasingly fragmented media landscape that includes a growing number of ad-based video on demand (AVOD) services for connected devices like smart TVs and mobile phones. The combination of fragmentation and "legacy, error-prone manual processes" has become untenable for brands, per the release.