After snapping up New York-founded MediaWhiz in early 2013, performance marketing giant, Matomy Media Group, has now decided to retire the brand and fold its services under the one company name.

As a result, the services MediaWhiz offered will fall into the US hub of Matomy. MediaWhiz’s SEO service will now be known as Matomy SEO, and following the recent departure of MediaWhiz’s CEO, Hakan Lindskog, a new MD now leads the venture.

Tom Lanzetta, formerly the chief financial and operating officer of MediaWhiz, is the MD of the US region at Matomy Media Group, and will oversee all US business operations for the company.

“While it is hard to say goodbye to the MediaWhiz brand, I am confident that by working with our nearly 385 Matomy colleagues around the world we will be able to provide our advertisers and publishers with more advanced, innovative customer acquisition and traffic monetisation solutions,” Lanzetta said.

The MediaWhiz domain will redirect into, Matomy’s logo will replace the MediaWhiz emblem and various social media accounts will be rebranded or redirected into their appropriate Matomy counterparts.

Matomy CEO Ofer Druker, said from the outset of Matomy’s acquisition of MediaWhiz, the business wanted to take its time ensuring that all parts of the MediaWhiz and Matomy business fitted together well and complimented each other.

He said the move means advertisers and publishers will now have a single gateway of global multichannel performance-advertising solutions, no matter where they are located in the world.

“With more than 15,000 registered affiliates, through which we generate traffic in more than 85 countries, we provide advertisers and publishers with global solutions and expertise that deliver a local advantage,” Druker said.

“Merging MediaWhiz into Matomy delivers increased simplicity, diversity and quality in the programmes we manage for advertisers and publishers.”

It was a busy year for Matomy  in 2013 after it launched Mobit, its mobile media buying and tracking tool. It also acquired MobAff, a mobile affiliate network that it merged into its mobile business; and acquired Adquant’s social advertising agency (formerly known as Adotomi) to bring performance-based advertising solutions to Facebook.

Matomy has eight offices across the globe – in Tel Aviv, New York, San Francisco; Fort Lauderdale, Denver, Mexico City, Berlin and  Madrid.