Similarweb Acquires Admetricks to Expand Ad Intelligence Offering

Rhea-AI Summary

Similarweb (SMWB) acquires Admetricks, a leader in ad intelligence software, to enhance its Advertising Intelligence capabilities. Admetricks' solutions will bolster Similarweb's offerings in display advertising, aiding customers in refining media budgets and expanding reach. The acquisition aligns with Similarweb's mission of providing comprehensive data and optimization tools for digital marketing. Admetricks' integration with Similarweb is seamless, enabling a global expansion of services.

Insights

Market Research Analyst

The acquisition of Admetricks by Similarweb represents a strategic move to expand its advertising intelligence capabilities. This is significant in the context of the growing digital advertising market, which is expected to see substantial spending in the coming years. The integration of Admetricks' software, which specializes in display advertising intelligence, into Similarweb's suite of tools is poised to enhance the latter's product offering, allowing clients to optimize advertising campaigns more effectively.

For stakeholders, this acquisition could mean enhanced product capabilities, potentially leading to increased market share and revenue growth for Similarweb. The emphasis on display advertising is particularly relevant given the industry's shift towards more visual and interactive ad formats. However, the impact on Similarweb's financials will depend on how well the company can integrate Admetricks' technology and customer base into its existing operations.

Financial Analyst

The absence of disclosed financial terms makes it challenging to assess the immediate fiscal impact of the acquisition on Similarweb's balance sheet. However, strategically, the acquisition could be accretive to earnings over time if Similarweb successfully leverages Admetricks' client relationships and technology to capture a larger share of the digital advertising market. The ability to provide a more comprehensive advertising intelligence solution could also lead to cross-selling opportunities and higher customer retention rates.

Long-term, investors should monitor the integration progress and any changes in Similarweb's revenue growth trajectory. The company's performance in the Latin American market, where Admetricks has established a strong presence, will be particularly telling of the acquisition's success.

Digital Marketing Expert

From a digital marketing standpoint, the consolidation of Similarweb and Admetricks' technologies could provide marketers with a more granular understanding of ad spending and campaign performance. The ability to plan and budget media campaigns with greater precision is a competitive advantage in an industry where return on investment (ROI) is paramount.

Furthermore, the technical integration that already exists between the two companies suggests that the adoption of Admetricks' tools by Similarweb's customer base could be relatively smooth. This seamless integration is crucial for maintaining user experience and minimizing disruption to existing marketing operations.

Designed to assist in the optimization of advertising campaigns across platforms, Admetricks will help cement Similarweb as the comprehensive solution for Advertising Intelligence.

TEL AVIV, Israel & NEW YORK--(BUSINESS WIRE)-- Similarweb (NYSE: SMWB) announced today the acquisition of Admetricks, the creator of powerful ad intelligence software, that is slated to form the core of the new Similarweb Ad Intelligence product.

Founded in 2012 in Santiago, Chile and best known for empowering brands to advertise more effectively in Latin America, Admetricks will advance Similarweb’s mission of providing the most comprehensive data, analytics, and optimization tools for digital marketing and advertising. Admetricks supports multimillion-dollar ad campaigns, as well as diverse clients with significant growth potential.

“Admetricks’ excellence in display advertising intelligence fits naturally with Similarweb’s strengths, helping customers understand how to refine their media budgets and improve their reach in display advertising among publishers, retail marketplace advertising and digital marketing more broadly,” Similarweb CEO Or Offer said. “We look forward to taking Admetricks’ capabilities global. Their existing customers include both regional and global brands selling into Latin America. We want to support this current book of business while also introducing them to the value of the broader Similarweb platform.”

“We are proud of what we have accomplished in the past decade and of showcasing that software created in Chile’s growing tech community can have worldwide impact,” said Admetricks CEO, Felipe del Sol, who co-founded the company with CTO, Patricio del Sol. “We call our employees ‘data lovers,’ and we are honored to be joining Similarweb’s larger family of digital data lovers who put that value into practice every day. Together we will be able to offer a more comprehensive solution for marketing and advertising across channels.”

Admetricks’ software-as-a-service products include Admetricks Ad Intelligence, which provides estimates of competitor ad spending and results, and Admetricks Media Planner, which assists with planning and budgeting for media campaigns. Clients include many global brands in the automotive, banking, telecommunications, and retail industries, as well as advertising and marketing agencies, publishers, broadcasters, and digital media companies. Admetricks already has technical integration with Similarweb making the acquisition even more seamless, having previously partnered for access to Similarweb data sets.

Similarweb currently offers extensive intelligence for cross-channel performance including search engine advertising and organic SEO, and Admetricks will significantly improve its tools for display advertising. Admetricks will further strengthen Similarweb’s capabilities in analyzing online display advertising, a sector estimated to attract $174.4 billion in spending in 2024, according to Statista.

In addition to forming the basis for a forthcoming advancement to the Similarweb Ad Intelligence product, Similarweb plans to incorporate Admetricks’ analytics into other aspects of the Similarweb Digital Data focused on understanding the overall strength of digital brands as competitors, partners, or investments. “Like Similarweb’s 2022 acquisition of the Rank Ranger SEO platform, we see the addition of Admetricks as adding to Similarweb’s core strengths and allowing us to deliver a more well-rounded solution for marketers, publishers, and advertisers,” said Baruch Toledano, VP and General Manager of Digital Marketing Solutions at Similarweb.

Admetricks will continue to operate as Admetricks, a Similarweb company. Financial terms of the acquisition were not disclosed.

About Similarweb

Similarweb powers businesses to win their market with leading Digital Data. Similarweb reveals what is happening online and provides businesses with the essential digital data & analytics needed to build strategy, optimize customer acquisition, and increase monetization. We empower our users to be the first to discover and capture the best business opportunities and stay alert to react instantly to emerging threats to their business. Similarweb products are easy to use and integrated into users’ workflow, powered by advanced technology, and based on comprehensive digital data.

Read more in the blog post from Similarweb CEO Or Offer.

Learn more: Similarweb | Similarweb Digital Data

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Disclaimer: All names, brands, trademarks, and registered trademarks are the property of their respective owners. The data, reports, and other materials provided or made available by Similarweb consist of or include estimated metrics and digital insights generated by Similarweb using its proprietary algorithms, based on information collected by Similarweb from multiple sources using its advanced data methodologies. Similarweb shall not be responsible for the accuracy of such data, reports, and materials and shall have no liability for any decision by any third party based in whole or in part on such data, reports, and materials.

This press release is intended for informational purposes. The development, release, and timing of any products, solutions, services, features or functionality remain at the sole discretion of Similarweb and are subject to change.

View source version on businesswire.com: https://www.businesswire.com/news/home/20240304537669/en/

Press:

David F. Carr

Communications and Insights, Similarweb

david.carr@similarweb.com

Investors:

Jason Schwartz

CFO, Similarweb

jasons@similarweb.com

Source: Similarweb

FAQ

What is the significance of Similarweb's acquisition of Admetricks?

Similarweb's acquisition of Admetricks enhances its Advertising Intelligence capabilities, particularly in display advertising, offering customers improved media budgeting and broader reach in digital marketing.

What are the key products offered by Admetricks?

Admetricks provides Ad Intelligence for competitor ad spending estimates and results, as well as Media Planner for media campaign planning and budgeting.

Which industries do Admetricks' clients belong to?

Admetricks serves global brands in automotive, banking, telecommunications, and retail sectors, along with advertising agencies, publishers, broadcasters, and digital media companies.

What sector will Admetricks strengthen Similarweb's capabilities in?

Admetricks will enhance Similarweb's tools for online display advertising, a sector projected to attract $174.4 billion in spending by 2024 according to Statista.

How does Admetricks' acquisition benefit Similarweb's overall Digital Data strategy?

Admetricks' analytics will be integrated into Similarweb's Digital Data, offering insights on digital brands' strength as competitors, partners, or investments, aligning with Similarweb's mission of providing comprehensive data solutions.