French marketplace solution provider Mirakl has announced its acquisition of Adspert, a data-driven advertising optimization tool. The acquisition will allow Mirakl to strengthen its retail media offerings by integrating AI-driven advertising optimization software into its existing platform.
A Strategic Move to Enhance Retail Media
Mirakl, a leading SaaS marketplace provider, supports businesses in building and managing their online marketplaces. With the acquisition of Adspert, Mirakl aims to expand its retail media capabilities, focusing on helping online retailers optimize and monetize their advertising more effectively.
The move aligns with Mirakl’s existing suite of solutions, which includes artificial intelligence tools, ads, and payout features. Last year, the company introduced Mirakl Ads, a tool designed to help marketplace owners monetize traffic across their platforms, including both marketplace products and first-party items. According to Mirakl, more than 20 online retailers are already using Mirakl Ads as their retail media solution.
Leveraging Adspert’s AI-Driven Tools
Adspert brings its expertise in automated advertising optimization, utilizing AI to enhance ad performance. By integrating Adspert’s technology, Mirakl aims to provide marketplace owners and advertisers with smarter, data-driven solutions to optimize campaigns, improve ad targeting, and drive better returns on ad spending.
This acquisition is expected to enhance Mirakl Ads, particularly on the demand side, offering businesses more precise and efficient tools to grow revenue through retail media. For online retailers, this means a more robust advertising solution that can adapt to marketplace traffic and customer behavior.
Mirakl’s Continued Growth
Founded in 2012, Mirakl has emerged as a key player in the marketplace technology space. The company has raised nearly 1 billion euros in funding to date, with its recurring revenue reaching close to 150 million euros in 2023. Its rapid growth highlights the increasing demand for marketplace solutions and advertising tools as ecommerce continues to expand globally.
Strengthening Retailers’ Opportunities
By acquiring Adspert, Mirakl positions itself to provide retailers with advanced tools to capitalize on retail media, one of the fastest-growing trends in ecommerce. Retailers using Mirakl will benefit from improved ad management and AI-powered optimization to attract customers and maximize revenue.
This latest move underscores Mirakl’s commitment to innovation and supporting retailers with scalable tools for growth in the competitive ecommerce market.
As retail media continues to gain importance, Mirakl’s enhanced platform will likely offer marketplace operators a more powerful solution for managing and monetizing their advertising efforts effectively.