For Awin, the acquisition of the SingleView platform and staff is the culmination of a successful strategic partnership, helping them achieve their goal of making multi-touch attribution simple, without complicated technical integration.

Founded by Mark Kuhillow in 2004, R.O.EYE is a Manchester-based performance marketing agency dedicated to optimising digital media performance. One of the benefits of its data-driven, multi-touch attribution platform, SingleView, is the ability to demonstrate return on investment (ROI).

Seamlessly empowering brands to assess which combinations of media deliver the best return on advertising spend (ROAS), SingleView will sit independently within Awin’s open partnership network that drove $19bn in revenue for its clients in 2020.

As a result of the acquisition, all R.O.EYE and SingleView staff, as well as the SingleView technology, will become part of Awin.

Built using game theory, the technology provides recommendations, drilled down to individual partners and campaigns to answer the most common question in marketing: ‘Which media formats deliver the greatest value?’

Following Awin’s acquisition, as well as Acceleration Partners takeover of the management of R.O.EYE’s affiliate marketing clients in the UK, the R.O.EYE brand will be retired.

Awin CEO Adam Ross commented: “We’re acquiring SingleView to help advertisers address questions about how marketing budget is spent in a scalable, quantifiable, unbiased and automated way. SingleView’s intelligent algorithm is another step towards building our open partner ecosystem, helping brands understand the role their publisher partners play in their digital acquisition strategy.

“They can then confidently invest their marketing spend in those that best complement each other across a multi-channel consumer journey. We’re delighted to welcome Mark and the SingleView team to the Awin family and look forward to scaling the platform together to offer these invaluable insights to more clients around the world.”

On the Awin deal, Mark Kuhillow stated: “Working with Awin, it quickly became apparent that there were strong synergies both culturally and in the mutual desire to offer advertisers innovative solutions that help them win in an increasingly complex world. The distribution offered through the Awin partner ecosystem enables the SingleView team to accelerate and realise our global scale-up plans.

“With the entire R.O.EYE team migrating over to SingleView, we very much look forward to being part of the Awin family whilst operating independently of the affiliate network to maintain the platform’s unbiased integrity.”

Growing Acceleration Partners EMEA footprint

The acquisition of R.O.EYE’s agency business in the UK strengthens Acceleration Partners position as an affiliate and partner marketing industry leader.

Since launching in July 2017, Acceleration Partners’ EMEA business has seen significant growth and the team of in-market experts manages over 30 leading brands across 16 European countries.

On the Acceleration Partners deal, Mark Kuhillow, Founder of R.O.EYE commented: “We have built strong relationships with our clients over the years, so it was vitally important to me that we found the right agency to acquire this part of the business. I know the team at Acceleration Partners well, and they will continue the great service we have delivered over the years.”

“We are excited to have acquired the agency business from R.O.EYE, having admired and respected the role R.O.EYE have played in the UK affiliate industry since 2004,” said Helen Southgate, EMEA and APAC Managing Director, Acceleration Partners.

“The two companies have similar core values around servicing clients to a high standard, integrity and creating a workplace for people to thrive. We look forward to continuing the excellent service with our team here at Acceleration Partners, as we continue to grow our client base and team across the UK and Europe.”

As many R.O.EYE clients now managed by Acceleration Partners operate affiliate programs on Awin, these acquisitions further strengthen the relationship between the network and agency, who already work closely together in the UK and US.