The Admedo-backed performance marketing company MDNA Media has been acquired by Smarter Click Technology, a London-based specialist in remarketing software.
Terms of the deal weren't disclosed, but MDNA's programmatic-come-affiliate heritage provides the acquiring firm with some unique technology, and marks a further step in its continued efforts into the performance ad sphere.
Smarter Click's clients now have access to MDNA's programmatic capabilities, which have been built with an emphasis on transparency - something it places as a central pillar to the channel's growth.
"Both company’s ethos of transparency and accessibility are something we intend to maintain and scale,” said Ennis Al-Saiegh, co-founder of Smarter Click.
"Acquiring the MDNA platform supported by Admedo’s technology will allow us to continue offering clients a fully transparent platform and to engage and convert customers at every stage of their interaction with the brands that we are working closely with."
Following the move, MDNA's performance director and long-time advocate of the affiliate industry, David Ayre, will assume the role of UK country manager within the merged companies, joining Smarter Click's co-founder Al-Saiegh, Henry Boyson and Joe Gilmore.
Admedo's founder, Nick Moutter, said the acquisition would allow the company to continue developing its programmatic tech and claim a wider reach of the industry.
“We are delighted with the acquisition by Smarter Click further providing the performance marketing industry with a “one-stop shop” that provides clients with the accessibility and transparency we have built our own platform on.”