Dutch affiliate network Daisycon has today (August 27) announced the acquisition of voucher code company Affiliprint - a key player in offline affiliate marketing through parcel and magazine inserts.
The two companies have been working in strategic cooperation since 2012, but the merging of their online and offline offerings will provide a ‘unique combination’ to Daisycon’s European customers.
Daisycon currently operates in the Netherlands, Germany, Belgium and France, and earlier this year moved its German headquarters to Oldenburg, the home base of Affiliprint.
The move will further bolster Daisycon’s reach in Germany, while Affiliprint is optimistic about the access to the Belgian market, according to the press-issued statement.
While the purchase of an offline company may be seen by the affiliate industry as a potential step back in terms of the tech offering, the merger appears to be one based on a tried-and-tested formula between the two groups over several years.
In 2012, Daisycon provided strategic support to the Dutch market introduction of Affiliprint and the significant increase in market share.
"The past two years have proven that there is synergy between the online services of Daisycon and offline activities of Affiliprint," said Daisycon chief executive Marko Dobroschelski.
“The ability to incorporate Affiliprint within the Daisycon family strengthens our collective growth and international ambitions, and is also a strong cross-media competitive advantage. "
Last year the performance marketing company purchased Belgian digital agency Adforce, as well as opening a new office in the same country in Mechelen.
While the acquisition broadens Daisycon’s portfolio, both companies will continue to operate independently and under their own name.