Ottawa-based performance marketing platform MaxBounty has recently been acquired by Hamburg, Germany-based commerce advertising platform Mrge in a deal of undisclosed value. This acquisition marks a significant move in the marketing industry, as two prominent companies join forces to enhance their offerings and expand their reach in key regions.
Mrge, a conglomerate of advertising platforms and marketing networks backed by Dutch firm Waterland Private Equity, consists of various German firms such as Digidip, Shopping24, and Yieldkit, as well as Montréal-based SourceKnowledge, which was acquired by Mrge last year. With the addition of MaxBounty to its portfolio, Mrge aims to diversify its product offerings and strengthen its position in a competitive and consolidating market.
MaxBounty CEO Matt McEvcoy expressed his excitement about the acquisition, highlighting the opportunities it presents for the company to broaden its services and solidify its presence in the industry. By joining forces with Mrge, MaxBounty can leverage its expertise in cost-per-lead marketing and expand its capabilities in the cost-per-action segment, particularly in sectors like finance, consumer insights, and e-commerce.
In a statement, Mrge emphasized that the acquisition of MaxBounty enriches its product offerings and brings a highly skilled team onboard. The deal is expected to enhance Mrge’s presence in key regions such as the United States, European Union, and Southeast Asia, positioning the company for further growth and success in the global market.
Founded in 2004, MaxBounty offers various campaign structures that allow advertisers to pay affiliates based on different criteria, including cost-per-action, cost-per-lead, and cost-per-install. The company specializes in market research, finance, and e-commerce sectors, operating its own lead-generation sites to gather information about potential customers. With over 30,000 affiliates and 3,000 active campaigns, MaxBounty has established itself as a leading player in the performance marketing space.
Mrge’s existing companies, including Digidip, Shopping24, Yieldkit, and SourceKnowledge, each bring unique strengths to its commerce advertising platform. Digidip focuses on premium publishers with high traffic, Shopping24 offers product recommendation solutions, Yieldkit provides high reach, and SourceKnowledge operates a cost-per-click ad network. With the addition of MaxBounty, Mrge gains a network specializing in direct partnerships, further enhancing its capabilities and expanding its market reach.
The acquisition of MaxBounty by Mrge reflects a broader trend in the adtech industry, where European firms are increasingly looking to Canadian companies for strategic partnerships and acquisitions. In June, Montréal-headquartered Sharethrough merged with Paris-based Equativ, signaling a growing interest in cross-border collaborations and synergies within the marketing sector.
Overall, the acquisition of MaxBounty by Mrge represents a significant development in the performance marketing landscape, with both companies poised to capitalize on their combined strengths and expertise to drive innovation and growth in the global market. As they work together to enhance their offerings and expand their reach, the partnership between MaxBounty and Mrge is set to shape the future of commerce advertising and performance marketing.