The traditional advertising business has been turned upside down in recent years, as data-driven digital platforms attract more money and brands. But it turns out even the fast-growing digital business is getting turned upside down by mergers, consolidations, and even entirely new sectors.
Amazon, for instance, has recently spawned a sector of third-party services companies such as Downstream that help brands navigate its huge, highly competitive and dynamic paid-search business. Now, in the wake of Google’s decision to consolidate its Double Click, Google Analytics 360 and Google Marketing Cloud operations into one entity, third-party players there are becoming even more important to brands navigating the world’s biggest digital ad platform.
Two of those companies just announced a merger to better position them in new world of the Google Marketing Platform. AdSwerve – one of Google’s leading DoubleClick partners focused on onboarding, training, implementation and support – announced this week that it has bought Analytics Pros, one of the biggest Google Analytics partner organizations and a reseller of Google Marketing Cloud products.
AdSwerve and Analytics Pros have each been around more than nine years, providing services and support in different parts of the Google ecosystem to businesses with ad budgets typically less than $150,000, said CEO Clint Tasset. With the reorganization, hand-holding for even larger companies has become more important than ever.
“As former Double Clickers, we’re a little sad to see the brand going away,” Tasset said. “But in talking with Analytics Pros, a lot of companies were working in a very siloed way with their analytics and their media. Companies were uncovering amazing insights in their customer journeys, but none of that gets delivered (back) to the media team. Google’s fix is in the technology space. You can fix the pipes, but how do you fix the communications?”
That’s where the AdSwerve-Analytics Pros merger is designed to help. With Google’s blessing, the merged company is also increasingly taking on clients with “bigger books of business” that Google in-house teams once handled.
“We have these two products, (Google Analytics) 360 colliding with the DoubleClick platform, and for the longest time these two different products really didn’t interact,” said Matt Fiskness, AdSwerve’s COO. “It’s going to take a company that has a deep understanding (of the Google ecosystem) to get all these pipes to connect. We look at this as an opportunity to connect those pipes from a service standpoint.”
Tasset said the company handles “thousands of engagements for hundreds of clients a year.” The $24 million deal, which has closed, was funded by private-equity investment firm Abry Partners. The Analytics Pros brand will transition to AdSwerve beginning Jan. 1.”We see this as an opportunity to close the gap between ad technology and marketing technology, allowing AdSwerve to build the services our clients demand,” said Tasset. “By bringing Analytics Pros into AdSwerve, we can instantly offer a start-to-finish service model across the entire Google platform, while adding additional marketing cloud solutions and predictive analytics.”AdSwerve is based in Denver, Analytics Pro in Seattle. Leadership teams for both units will remain unchanged, Tasset said, and the combined entity will have roughly 120 employees, in Denver, Seattle and Europe. The company is expected to generate more than $100 million in gross revenue this year.