Perfect Audience is the Perfect Acquisition for Marin Software
Online advertising management platform Marin Software is looking to expand its cross-channel capabilities with the company’s recent acquisition of Perfect Audience.
Perfect Audience is a display and social retargeting platform. Through the acquisition, Marin Software will enhance its cross-channel capabilities, add new programmatic display and social advertising functions, as well as strengthen its audience retargeting tools. Moreover, real time search intent data will be combined with behavioral and other data sources to drive audience buying and retargeting across Facebook, Twitter, mobile and other display ad placements.
"As display and social advertising evolve, performance marketers are looking for ways to achieve the same financial return with these channels that they're accustomed to with search," said David A. Yovanno, chief executive officer at Marin Software. "Search brings a wealth of real-time intent data and is a perfect match for retargeting. We believe by building-out our capabilities in display and social, our customers will be able to combine their search, display and social data to build and target audience segments across channels to drive better performance and scale."
The Perfect Audience acquisition reportedly cost Marin Software $22.8 million, which was made up of common stock and about $5.4 million in cash. Plus, Marin will grant $2.7 million of equity retention grants to Perfect Audience employees who continue to work with the company.
"Much like Marin Software, we started Perfect Audience to bring clarity and better results to a complex advertising channel," said Brad Flora, co-founder and chief executive officer at Perfect Audience. "Combining the cross channel visibility and control of the Marin platform with our unique approach to retargeting allows marketers to reach their highest value audiences across the web, Facebook, and Twitter."