Podean Strengthens Global Marketplace Leadership With Acquisition of Ad Advance
Podean, already recognised as the largest independent global agency focused on marketplace strategy and operations, has acquired retail media specialist Ad Advance to significantly deepen its full-funnel capabilities in retail media, analytics and technology. The acquisition brings Ad Advance’s Streamline technology suite and expertise in performance advertising across major commerce platforms like Amazon, Walmart and emerging retail media networks into Podean’s expanding portfolio, reinforcing its ability to help brands convert data into measurable growth at scale.
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The combined entity will employ roughly 260 professionals across 17 countries on five continents and collectively serve more than 330 global brands – including Mattel, e.l.f. Cosmetics, Danone, Colgate-Palmolive, Skechers and Authentic Brands Group names – with an integrated offering spanning over 100 global marketplaces and 40+ retail media channels. By integrating Ad Advance’s analytics, DSP sophistication and retail media strategy with Podean’s existing global marketplace services – from creative and social commerce to analytics and operations – the move is designed to provide brands with a more complete, tech-enabled growth engine for international expansion and performance advertising. The acquisition also reflects Podean’s commitment to advancing data-driven commerce solutions in an increasingly complex e-commerce ecosystem.
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