In a bold move to enhance its marketing intelligence platform, Funnel (www.funnel.io) has announced the acquisition of Adtriba (www.adtriba.com), a leading marketing measurement company. This strategic acquisition is set to expand Funnel’s product offering, incorporating advanced marketing analytics and Unified Marketing Measurement (UMM) to solidify its position as a global leader in marketing intelligence.
Unifying Marketing Insights for Enhanced Performance
At a time when collecting, analyzing, and measuring marketing data from various channels is increasingly complex, Funnel’s acquisition of Adtriba comes as a significant upgrade. The integration will provide Funnel’s thousands of customers with an advanced, unified platform that incorporates Adtriba’s sophisticated measurement capabilities. This combination aims to improve user safety and ensure compliance with regulations such as the EU’s Digital Services Act (DSA) and the UK’s Online Safety Bill (OSB).
“Social commerce is the future, and our Amazon Posts integration empowers brands to build thriving businesses directly on the platforms where they connect with their customers,” says Katelyn MacKay, CEO of Planoly. “This collaboration not only simplifies social selling on Amazon but also empowers businesses and creators to expand their reach, engage with their audience, and drive sales seamlessly, helping them thrive in the ever-evolving social landscape.”
Enhancing Funnel’s Data Intelligence and Machine Learning Capabilities
Founded in Stockholm in 2014, Funnel has grown to over 300 employees and is trusted by globally recognized brands such as Home Depot and Uber, as well as agency clients across B2B and B2C like Publicis and Havas. Data gleaned from every marketing channel, from Google Ads to LinkedIn, Salesforce to Facebook Ads, is collated and presented across easy-to-use dashboards in Funnel’s Data Hub to support companies with the gathering, reporting, and exporting of information.
Hamburg-headquartered Adtriba, launched in 2015, has been used by multinational companies like FlixBus and Montblanc for data-driven marketing measurement and optimization across all channels. The integration of Adtriba’s software into Funnel’s platform will create an advanced marketing intelligence solution, combining Marketing Mix Modelling (MMM), Multi-Touch Attribution (MTA), and incrementality testing methodologies.
Breaking Down Barriers to Effective Measurement
One of the key benefits of this acquisition is making advanced measurement technologies accessible to a broader range of businesses. Measurement has historically been inaccessible due to high costs, complexity, and the need for real-time updates. With Adtriba’s proprietary machine-learning-powered measurement technology, Funnel aims to offer faster, more affordable, and accurate measurement solutions, breaking down barriers for marketers.
The importance of this acquisition is highlighted by Fredrik Skantze, CEO of Funnel: “It is one thing to offer clients data and information about their marketing spend; it is quite another to give them marketing intelligence. Add to this Adtriba’s proprietary, world-class measurement technology and this is a very powerful tool for marketers. At Funnel, we are bold in wanting to be the definitive Marketing Intelligence Platform. Through this acquisition, we are well on the way to achieving that goal.”
A Seamless Integration for Enhanced Marketing Insights
The multi-year partnership between Funnel and Adtriba has laid the groundwork for this acquisition, ensuring a smooth transition and integration of technologies. Adtriba’s team will continue to operate from their Hamburg office, contributing to Funnel’s product team, while both companies’ marketing and sales teams will merge.
As soon as this fall, Funnel’s Marketing Intelligence platform will be greatly enhanced by Adtriba’s solution, expanding the scope for what brands can do with their marketing budgets and offering solution partners a broader, more deeply integrated platform.
For more information on Funnel’s Marketing Intelligence platform and the integration of Adtriba’s measurement solutions, visit Funnel’s website.
