Ottawa-based performance marketing platform MaxBounty has recently been acquired by Hamburg, Germany-based commerce advertising platform Mrge. The acquisition, which was completed for an undisclosed amount, marks a significant development in the digital marketing industry.
Mrge, a conglomerate of advertising platforms and marketing networks backed by Dutch firm Waterland Private Equity, has been expanding its portfolio with strategic acquisitions. The company includes German firms Digidip, Shopping24, and Yieldkit, as well as Montréal-based SourceKnowledge, which was acquired by Mrge last year.
The acquisition of MaxBounty by Mrge is seen as a strategic move to diversify offerings and strengthen market position in a consolidating industry. MaxBounty CEO Matt McEvcoy expressed optimism about the acquisition, stating that it enables the company to expand its capabilities and reach new markets.
In a statement, Mrge highlighted that the acquisition of MaxBounty enriches its product offerings and brings a highly skilled team into the fold. The deal is expected to strengthen Mrge’s presence in key regions such as the United States, European Union, and Southeast Asia. Mrge CEO Dave Reed emphasized that MaxBounty’s expertise in cost-per-lead marketing and its strong reach in finance, consumer insights, and e-commerce sectors will complement the existing offerings of the company.
With the integration of MaxBounty’s Canadian operations into Mrge’s strategic framework, the transition is expected to be seamless. A Mrge spokesperson confirmed that no layoffs are anticipated as a result of the acquisition, ensuring continuity for both companies and their employees.
Founded in 2004, MaxBounty offers various campaign structures that allow advertisers to pay affiliates based on different criteria such as cost-per-action, cost-per-lead, and cost-per-install. The company’s focus on market research, finance, and e-commerce sectors has enabled it to build a strong network of affiliates and active campaigns.
Mrge’s portfolio of companies, including Digidip, Shopping24, Yieldkit, and SourceKnowledge, each brings unique strengths to its commerce advertising platform. With MaxBounty specializing in direct partnerships, Mrge aims to enhance its offerings and provide comprehensive solutions to clients.
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. This trend underscores the global nature of the digital marketing landscape and the importance of collaboration across borders.
In conclusion, the acquisition of MaxBounty by Mrge represents a significant milestone for both companies and the digital marketing industry as a whole. With a focus on innovation, diversification, and market expansion, this strategic move is poised to drive growth and success for all parties involved.
