Mirakl Acquires Adspert to Enhance E-commerce Advertising
Expanding Retail Media Capabilities
Mirakl, a leading marketplace platform provider, has acquired Adspert, a German adtech company specializing in e-commerce advertising. This acquisition marks Mirakl's third in three years and strengthens its retail media offerings. Adspert's team of 30 will join Mirakl.
Mirakl's Marketplace Solution
Mirakl's platform enables businesses to create their own online marketplaces, similar to Amazon's. This allows companies to expand their product offerings and reach a wider audience. Mirakl has secured major clients like Best Buy, Carrefour, and Leroy Merlin, demonstrating the effectiveness of this model.
Venturing into Retail Media
Mirakl has recently expanded into retail media with Mirakl Ads, allowing clients to generate new revenue streams through sponsored results and featured products. With Adspert's acquisition, Mirakl aims to cater to brands and sellers looking to invest in e-commerce advertising. This demand-side offering complements Mirakl's existing retail media platform.
Adspert's Ad Optimization Technology
Adspert optimizes ad bidding on platforms like Amazon, eBay, and Walmart. Its central dashboard provides insights into ad spending, target setting, and campaign management, with automated bidding features. This acquisition will allow Mirakl clients to optimize their ad spending on various marketplaces, including those powered by Mirakl Ads.
Completing the Retail Media Circle
By integrating Adspert's AI-driven ad optimization software, Mirakl aims to provide a comprehensive retail media solution. This includes both a demand-side platform and an in-house retail media solution, creating a closed-loop system for e-commerce advertising. For related news on AI and its applications, see Amazon Launches AGI Lab for Advanced AI Agent Development.
Strategic Growth and Funding
Mirakl's success is evident in its $555 million Series E funding round in 2021, achieving a $3.5 billion valuation. This growth was fueled by the surge in online sales during the pandemic. The Adspert acquisition further solidifies Mirakl's position in the evolving e-commerce landscape. For more on tech acquisitions, check out 9to5Mac Daily: iPhone SE 4, VR Gaming, and Cellular Macs and OpenAI Startup Fund Raises $44M for Fifth SPV.