On December 11, 2024, Mirakl announced its acquisition of Adspert, a company offering an advanced AdTech optimization solution designed to maximize eCommerce profits through complete automation powered by artificial intelligence. Adspert’s proprietary algorithms enable brands and sellers to optimize online advertising across various marketplace ad platforms, including Mirakl’s own Mirakl Ads, Amazon Ads, eBay Advertising, Google Ads, and Microsoft Ads. This is achieved from a centralized location, simplifying the management of multiple advertising campaigns.
Mirakl is strategically positioned to help brands and sellers boost their Return on Ad Spend (ROAS). Adspert’s AI analyzes data from various marketplace platforms, aligning it with the optimal budget for each, ensuring goal achievement across platforms.
Alex Hase, Mirakl’s GM and CRO of the Americas, highlighted that Mirakl’s Adspert stands as the only solution that provides the AI technology needed by global brands and sellers to manage their campaigns from a central hub. This not only enhances visibility and profits but also gives them a competitive edge in the fast-evolving eCommerce space.
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To ensure optimal campaign performance, Adspert’s AI algorithms analyze campaigns and organic performance in real time, considering advertising goals and market trends. This enables data-driven decisions that increase visibility and conversions.
Retailers benefit from streamlined campaign management through automation, optimizing bid adjustments and creating targeted, hyper-personalized ad placements for improved returns. This integration boosts operational efficiency and helps users stay competitive.
Similar to automated trading systems, Adspert is designed to adapt to the growing complexity of advertising platforms, utilizing the increasing data and opportunities available to advertisers. New features are rolled out monthly, ensuring Adspert stays ahead of the curve.
According to Forbes, retail media advertising spend in the U.S. is expected to reach $160 billion by 2027, with Amazon generating $50 billion in revenue from retail media in 2024. With access to robust first-party shopper data, exclusive inventory, and engaging ad formats, retail media has become the third-largest digital channel globally and is projected to surpass social advertising within the next five years, making it the second-largest digital channel after paid search.
The addition of Adspert to Mirakl’s suite of innovative product solutions strengthens its global position in the retail media industry, particularly in the Demand-side sector.
A year ago, Mirakl launched both the AI-driven Mirakl Ads and Mirakl Connect.
For Retailers: Mirakl Ads is the only retail media solution optimized to monetize traffic across both first-party eCommerce and third-party marketplace assortments. It delivers an AI analytics-driven framework that enhances digital offerings and creates a real-time, adaptive shopping experience. Retailers can tap into new revenue sources by monetizing online traffic, with potential profit margins of 70-80% in this area. Mirakl Ads is a cookieless solution, using first-party data to ensure a secure data environment and a sustainable business model for retailers.
For Brands & Sellers: Mirakl Ads enables sellers to optimize ad spend by tailoring monetization strategies, planning for peak seasons, and generating higher returns across categories. The real-time bidding engine ensures fair competition between brands, suppliers, and third-party sellers for premium inventory. Through Mirakl Ads, advertisers can deploy data-driven campaigns that enhance visibility and relevance, driving eCommerce growth.
Brands and sellers can instantly enroll and become advertisers, with Mirakl Ads integrated into the back office, automatically deducting ad spend from the seller’s balance. This self-service platform empowers sellers to advertise easily, driving growth and positioning them as key revenue contributors for retailers.
Additionally, brands and sellers will gain access to advertising capabilities through Mirakl Connect, which is set to become the leading global platform for channel management. Mirakl Connect provides a central hub for brands and sellers to drive global online growth by expanding sales across multiple channels, utilizing AI-powered tools to reduce costs and accelerate growth—all from a single platform.