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Parallel Performance acquired by Coull

Parallel Performance acquired by Coull


Coull has just revealed the acquisition of Parallel Performance. The Santa Barbara-based performance marketing agency has been targeted because it holds a selection of big-name advertiser clients that Coull can benefit from.

The video performance network has been really concentrating on its US business of late. Back in April Coull, flush with cash after a £570,000 round of funding from new and additional investors, purchased RevUpNet for $2 million.

Parallel Performance, the subject of Coull’s latest investment, began its life in early-2000 as Winterhalter Affiliate Management. It counted the likes of Zing, an early photo sharing site, and Keen, now part of AT&T; Interactive, amongst its roster of clients.

Coull role for Parallel owner

Principle of Parallel Performance, Steve Winterhalter, will be given the role of Vice President for Business Development at Coull’s US office in Santa Barbara, CA. He comes with a wealth of network experience after stints at Rakuten Linkshare and Commission Junction.

Winterhalter appears quite cheery about what the future holds for his agency. “Joining the Coull team was the perfect progression for our client-focused business,” he said. “Coull is a leader in the most exciting segment of digital marketing and we wanted to be part of that.”

Irfon Watkins, Coull’s CEO, was quick to welcome Winterhalter into the video company’s fold. He believes the purchase will help his video company as it attempts to crack the US performance market.

“It’s great to have Steve and his team on board. Parallel Performance have a superb track record and this acquisition gives Coull an excellent platform for growth in the US market,” he predicted.

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Simon Holland

Simon Holland

Simon is the news and research reporter at Existem. Previously a technology journalist, he now spends his time investigating both future and developing trends in performance marketing whilst producing editorial content for

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