Performance marketing alone is not satisfying advertisers’ appetite for multichannel campaigns. There is a growing trend to incorporate it with other channels such as display, which European network, zanox, seems to have recognised.
Zanox is not alone, though, with Rakuten Marketing having purchased MediaForge last year to supplement its affiliate work, and Commission Junction has likely been working with Valueclick Media since the 2003 acquisition.
Built on established partnership
The Metrigo purchase won’t come as a complete shock. Back in September the two companies announced at Dmexco that they were working together on zanox display performance. It has since been renamed as the ‘Performance Display’ product segment by zanox.
With the managed demand-side platform (DSP), zanox wants to give publishers, that have predominantly only worked in the affiliate channel, a better media-purchasing option to boost reach and quality of traffic, according to network’s chief sales officer, Stefanie Lüdecke.
“In the next step of development, we will also be bringing this experience, expertise and advanced technological competence in real-time and data-driven advertising into our affiliate network,” Lüdecke said.
Founded in 2011 by now managing directors, Tobias Schlottke, Christian Müller and Philipp Westermeyer, Metrigo has a total of 20 staff all based in Hamburg. It considers itself future proofed with its data-driven and targeted display advertising on a real-time bidding basis.
Trio of founders remain
All three founders will remain in charge of the company’s continuing development. Whereas on the zanox side, Martin Rieß, as zanox’s DACH country manager, will take up a position in the expanded executive board of metrigo.
As with any small company, reaching a global audience can put a strain on resources and it is for this very reason that Müller seems happy to have the chance to work with zanox’ expansive network of 4,300 international companies.
“Through this integration into the zanox Group, our customers can look forward to the steady expansion of our service spectrum in the fields of data and tracking,” Müller explained. “Furthermore, access to the global zanox network will support us in continuing our very rapid growth, also on the international stage.”
While zanox’s name might be on the cheque, recent reports suggest it can not afford such purchases singlehandedly. Much of the financial clout is likely coming from its majority shareholder, Axel Springer, that has been quick to invest in other schemes to help the performance network in the months to come.