"SPINS wanted to expand into MikMak's space - which is to say, serving online ads and driving online conversions - as an extension of its in-store purchase and shelf-monitoring data offering. The conversation quickly changed to, "actually, what would it look like if these two entities came together?" Margolis said. For MikMak, the appeal, according to the startup's CEO and Founder Rachel Tipograph, is that SPINS "has a proprietary data asset that we always wish we had.""
"MikMak specializes in driving ecommerce conversions from social, programmatic and online marketplace ads. But it hasn't had its own data on which products are available at nearby stores or visibility into whether its online campaigns are driving in-store sales. SPINS is a data seller that also has direct relationships with retailers, mostly regional and smaller chains, and with a particular focus on the natural wellness and health verticals. MikMak's clients, meanwhile, are all large enterprise CPG brands."
SPINS acquired MikMak to combine in-store purchase and shelf-monitoring data with click-to-buy ad tech and analytics for ecommerce conversions. Talks began last year and evolved from a partnership to a full merger. SPINS gains capabilities to serve online ads and measure online-to-offline impact, including product availability at nearby stores and in-store sales visibility. MikMak brings expertise driving ecommerce conversions from social, programmatic and marketplace ads and enterprise CPG relationships. SPINS contributes proprietary retailer relationships, especially regional chains and a focus on natural wellness and health verticals. The deal consolidates adjacent parts of the retail marketing chain and reduces competitive overlap.
Read at AdExchanger
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