Marin Software Acquires Retargeting Company Perfect Audience
June 02 2014 - 5:40PM
Marketwired
Marin Software Acquires Retargeting Company Perfect Audience
Marin's Advertisers Can Now Combine Powerful Intent Data From
Search With Retargeting and Behavioral Data From Display and Social
on the First Cross-Channel, Audience-Based Programmatic Ad
Platform
SAN FRANCISCO, CA--(Marketwired - Jun 2, 2014) - Marin Software
(NYSE: MRIN), provider of a leading Revenue Acquisition Management
platform for advertisers and agencies, today announced the
acquisition of San Francisco-based Perfect Audience, a privately
held display and social retargeting company. Perfect Audience
offers advertisers a powerful, easy-to-use SaaS platform to
retarget audiences across the web, Facebook and Twitter. Under
the terms of the agreement, Marin Software paid $22.8 million,
comprised of approximately $5.4 million in cash and the remainder
in common stock. In addition, Marin will grant $2.7 million of
equity retention grants to continuing Perfect Audience employees.
Marin completed the transaction on June 2, 2014.
With the acquisition, Marin Software expands its cross-channel
capabilities, adding new programmatic display and social
advertising functions while strengthening its audience targeting
tools. 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. Additionally, Marin Software's recently debuted
support of Google's Retargeting Lists for Search Ads (RLSA) will
now allow advertisers to use those same capabilities in search
advertising. Marin Software is the only digital marketing platform
to offer a unified audience-based approach to targeting across all
online advertising channels and devices.
"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.
"
"We're thrilled to have Perfect Audience join the Marin Software
team," said Chris Lien, Marin's founder and executive chairman. "In
just a few short years, Brad, Jordan, and the Perfect Audience team
have built a tremendous product that builds on Marin's core value
of enabling advertisers to buy online media to drive
revenue. Marketers spend significant sums to drive prospects
to their websites, but generally less than five percent of this
traffic becomes customers. Adding Perfect Audience's
retargeting capabilities enables Marin's advertisers to target the
95% of their traffic that doesn't convert, generating more revenue
from their online advertising programs."
Perfect Audience was founded in 2012 and offers businesses a
simple but powerful online application to retarget consumers across
the web through Facebook Exchange (FBX), Google's Doubleclick Ad
Exchange, Twitter, and other ad exchanges. Customers of Perfect
Audience include American Apparel, bebe, Eventbrite, New Relic, 99
designs, and Rackspace.
"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."
For full year 2014, Marin Software expects the transaction will
have no material impact on non-GAAP operating loss. The
company will provide Perfect Audience's revenue and impact to
non-GAAP operating loss on our second quarter during the regularly
scheduled Q2 2014 earnings conference call. At that time, the
company will also provide updated financial guidance for 2014,
including Perfect Audience's expected contribution.
Additional details on the acquisition can be read here:
http://www.marinsoftware.com/resources/news/marin-software-acquisition-of-perfect-audience-faq.
About Marin Software Marin Software Incorporated (NYSE: MRIN)
provides a leading Revenue Acquisition Management platform used by
advertisers and agencies to measure, manage and optimize more than
$6 billion in annualized ad spend across the web and mobile
devices. Offering an integrated platform for search, display
and social, Marin helps advertisers and agencies improve financial
performance, save time, and make better decisions. Headquartered in
San Francisco, with offices worldwide, Marin's technology powers
marketing campaigns in more than 160 countries. For more
information about Marin's products, please visit:
http://www.marinsoftware.com/solutions/overview.
Media Contact: Greg Kunkel Corporate Communications Marin
Software 415-857-7663 press@marinsoftware.com
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