Sale for Audience Data Firm Optimal

In the US, marketing solutions firm OneMagnify has acquired the Performance Marketing business of Optimal, which specializes in performance media and audience data solutions. Terms of the transaction were not disclosed.

OneMagnify is headquartered in Detroit and backed by private equity firm Crestview Partners. The firm helps B2B clients connect strategy, data & analytics, digital experience, performance marketing and channel solutions, for measurable impact on growth. Optimal was founded in the mid-noughties and offers performance marketing, proprietary audience data, and measurable campaign optimization, in a variety of sectors from technology to automotive and transportation, real estate, construction and home services.

The buy sees Optimal's performance media expertise and proprietary data assets integrated into OneMagnify's AI-powered platform and analytics capabilities, including technology from its recent acquisition of Emodo. Mark Petroff, OneMagnify's CEO says the acquisition creates 'a powerful, end-to-end offering for businesses looking to drive measurable growth.' Optimal President Brian Wulfe (pictured) adds, 'Becoming part of OneMagnify enables us to now offer our clients the benefit of a fully integrated, strategic platform implementation, while maintaining the performance-driven focus that has defined our business from the beginning.'

Optimal was advised by New York-based investment banking and M&A advisory services firm BrightTower. Web sites are at www.onemagnify.com and www.winwithoptimal.com .