Mirakl Expands Retail Media Capabilities with Adspert Acquisition
French e-commerce powerhouse Mirakl has made its third strategic acquisition in three years, snapping up German adtech startup Adspert to strengthen its retail media offerings. While financial details remain undisclosed, the deal brings Adspert’s entire 30-person team under Mirakl’s umbrella.
Why This Acquisition Matters
Mirakl has established itself as a leader in marketplace solutions, helping major retailers like:
- Best Buy
- Carrefour
- Leroy Merlin
build third-party seller marketplaces similar to Amazon’s successful model. The company achieved unicorn status in 2021 with a \(555 million Series E funding round at a \)3.5 billion valuation.
The Retail Media Opportunity
With e-commerce advertising becoming increasingly competitive, Mirakl has been expanding into retail media solutions. Their Mirakl Ads platform already serves 20 clients, enabling:
- Sponsored product placements
- Featured listings
- New revenue streams for marketplace operators
Adspert’s Strategic Value
The Adspert acquisition brings sophisticated ad optimization capabilities to Mirakl’s ecosystem. The Berlin-based startup specializes in:
- AI-powered bid optimization
- Cross-platform campaign management (Amazon, eBay, Walmart)
- Performance analytics and spending controls
“This integration makes Mirakl the only complete solution combining marketplace technology with advanced advertising tools,” said co-CEO Adrien Nussenbaum.
Completing the Retail Media Circle
The deal creates a powerful synergy:
- Supply-side: Mirakl’s existing retail media platform
- Demand-side: Adspert’s advertiser-focused tools
This dual approach positions Mirakl to serve both marketplace operators and brands looking to maximize their e-commerce advertising ROI.
Looking Ahead
As e-commerce continues to evolve, this acquisition demonstrates Mirakl’s commitment to providing end-to-end solutions in the competitive retail media space. The combined offering could significantly impact how brands and retailers approach marketplace advertising strategies.
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