Podean, a global marketplace marketing agency, has acquired Ad Advance, a retail media specialist known for its advanced analytics and technology suite. The move brings together two established players in retail media, expanding Podean’s reach and deepening its expertise in performance advertising, analytics, and marketplace strategy for brands worldwide.
Short on time?
Here’s a quick look at what’s inside:
- What’s the deal? Podean acquires Ad Advance
- What this means for retail media brands
- How the combined company is positioned
- What marketers should know
What’s the deal? Podean acquires Ad Advance
Podean, recognized as the largest independent global marketplace-focused agency, has acquired Ad Advance, a retail media agency specializing in full-funnel strategy and performance across Amazon, Walmart, and emerging commerce channels. Ad Advance brings its proprietary technology suite, Streamline, and deep analytics expertise to Podean’s portfolio.
The combined business now employs 260 staff across 17 countries and serves over 330 brands, including Mattel, e.l.f. Cosmetics, Danone, Colgate-Palmolive, Skechers, and Authentic Brands Group. The acquisition was facilitated through Podean’s private equity partner, Mountaingate Capital.
Patrecia Meliana
What this means for retail media brands
With this acquisition, Podean strengthens its ability to help brands grow sales and visibility across more than 100 global marketplaces and over 40 retail media networks. The integration of Ad Advance’s technology and analytics is expected to drive measurable growth for clients, offering a more complete solution for performance advertising and marketplace strategy.
Podean’s expanded offering now covers global strategy, analytics, media, social commerce, and content solutions, with a strong focus on data-driven decision-making and automation.
How the combined company is positioned
Podean and Ad Advance together offer a differentiated end-to-end retail media and marketplace solution. The combined team brings together expertise in creative, analytics, and technology, supported by proprietary platforms like Streamline and Purvey.AI. This positions the company to compete with other major retail media agencies and technology providers, offering brands a single partner for global expansion and performance optimization.
Ad Advance’s founders, Matt Wiklund and Joe Shelerud, will join Podean’s leadership team, focusing on product leadership and further technology development.
What marketers should know
- Podean’s acquisition of Ad Advance expands its capabilities in retail media, analytics, and technology for brands operating on Amazon, Walmart, and other marketplaces.
- The combined company now supports over 330 brands globally, with a presence in 17 countries and expertise across 100+ marketplaces.
- Marketers can expect enhanced analytics, automation, and performance measurement through integrated platforms like Streamline and Purvey.AI.
- The move reflects ongoing consolidation and increased competition in the retail media technology sector, as agencies and platforms seek to offer more comprehensive solutions for brands.
Leave a Reply