Podean Expands Reach with Acquisition of Ad Advance in Retail Media Sector

Podean, a global marketplace marketing agency, has acquired Ad Advance, a retail media specialist known for its advanced analytics and technology suite. This strategic move brings together two established players in retail media, expanding Podean’s reach and deepening its expertise in performance advertising, analytics, and marketplace strategy for brands worldwide.

The acquisition sees Podean, recognised as the largest independent global marketplace-focused agency, acquire Ad Advance, a retail media agency specialising in full-funnel strategy and performance across major platforms like Amazon, Walmart, and other emerging commerce channels. Ad Advance contributes its proprietary technology suite, Streamline, along with its deep analytics expertise, to enhance Podean’s existing capabilities.

The combined business now boasts a workforce of 260 employees across 17 countries, serving over 330 brands including notable names such as Mattel, e.l.f. Cosmetics, Danone, Colgate-Palmolive, Skechers, and Authentic Brands Group. The acquisition was facilitated through Podean’s private equity partner, Mountaingate Capital, reflecting a significant investment in the rapidly growing retail media space.

As a result of this acquisition, Podean strengthens its ability to assist brands in enhancing sales and visibility across more than 100 global marketplaces and over 40 retail media networks. The integration of Ad Advance’s technology and analytics is anticipated to drive measurable growth for clients, providing a more comprehensive solution for performance advertising and marketplace strategy.

The expanded offerings of the combined entity now encompass global strategy, analytics, media, social commerce, and content solutions, all with a robust focus on data-driven decision-making and automation. Podean and Ad Advance together present a differentiated end-to-end retail media and marketplace solution. This integration unites expertise in creative, analytics, and technology, underpinned by proprietary platforms such as Streamline and Purvey.AI.

Ad Advance’s founders, Matt Wiklund and Joe Shelerud, will join Podean’s leadership team, concentrating on product leadership and further advancements in technology. This integration is poised to create a competitive edge against other major retail media agencies and technology providers by offering brands a singular partner for global expansion and performance optimisation.

Marketers should note that Podean’s acquisition of Ad Advance significantly enhances capabilities in retail media, analytics, and technology for brands operating on platforms like Amazon and Walmart. The combined company is now equipped to support over 330 brands worldwide, leveraging expertise across more than 100 marketplaces.

The ongoing consolidation in the retail media technology sector, as evidenced by this move, signals increased competition as agencies and platforms strive to offer comprehensive solutions for brands navigating the digital marketplace landscape.