Digital Performance Group, owners of Deal Group Media, has announced the purchase of Viva9. The two affiliate networks are said to be the first and second largest networks in Australia and that their coming together will improve the performance marketing industry in the country.
DGM believes the acquisition establishes it as a leader in the affiliate channel down under, something OMG has also been making inroads into. The company offers its clients expert advice and campaigns across comparison websites, coupons, cash-back sites, loyalty rewards, content and eDM databases.
It hasn’t all been smooth sailing for DGM, though. In July 2010 DGM UK went into administration after losing nearly £3.5 million over preceding years. It meant registered members at the likes of Topcashback and Quidco failed to receive cashback associated with the network.
The Australian branch received a lifeline a few months later when ComTel moved to safeguard DGM’s future with a purchase agreement that would cost the company a little over £3 million. ComTel rebranded to Digital Performance Group shortly after.
Chris Meehan, Group Managing Director of Digital Performance Group, oversaw the DGM buy in 2010 and is excited about the future after taking hold of Viva9, which specialises in finance, e-commerce, FMCG, research and insurance.
“We acknowledge the great relationships with key publishers and eDM suppliers that Viva9 has built over the years and we are looking forward to growing those relationships across a much broader customer base for the publishers to include,” he said.