Funnel Buys Partner Firm Adtriba

Stockholm-based marketing intelligence platform Funnel has acquired German measurement company Adtriba, enhancing its DataHub and visualization tools to offer more advanced marketing analytics and promising 'Unified Marketing Measurement'.

Funnel was founded in in 2014 by Fredrik Skantze (now CEO) and Per Made (CMO), has grown to employ more than 300 people and post-acquisition will have Annual Recurring Revenue (ARR) of more than $50m. Its DataHub allows users to automatically collect, model, visualize and analyze data from more than 500 marketing platforms, including the likes of Google and Facebook Ads, LinkedIn and Salesforce.

Headquartered in Hamburg, Adtriba was launched in 2015 and has worked with Funnel for a number of years. Its 18 employees will continue in their current location after the deal, while CEO János Moldvay will become VP of Measurement at Funnel.

The buy, whose financial terms were not disclosed, will give Funnel's clients access to integrated measurement of campaign impact and ROI, based on Adtriba's capabilities in marketing mix modelling, multi-touch attribution and incrementality testing methodologies. The integration is expected to complete by the autumn.

Skantze comments: 'It is one thing to offer clients data and information about their marketing spend; it is quite another to give them marketing intelligence. Add to this Adtriba's proprietary, world-class measurement technology and this is a very powerful tool for marketers... If our previous partnership with Adtriba is any indication, I am more than confident this deal will be a success'.

Moldvay highlights the benefits of the sale for his business: 'Measurement platforms are dependent on accurate, and timely data that shows a complete picture, something that is out of reach for many businesses in our space. However, through our previous partnership with Funnel, we identified their Data Hub as a key differentiator for our measurement product. By integrating Adtriba into Funnel's Marketing Intelligence platform, Adtriba will more effectively compete in the measurement market and access a large base of data-driven companies at the top of their game'.

Web sites are at www.adtriba.com and www.funnel.io .


L to R: Made - Moldvay - Skantze

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.