MIRAKL is advancing its presence in retail media with the acquisition of ADSPERT, a German startup focused on optimizing pay-per-click (PPC) campaigns.
Though relatively unknown in France, ADSPERT develops advertising optimization tools for platforms like Amazon, Google, and eBay. Its technology is designed to maximize ROAS (return on ad spend) and fine-tune advertising bids. With this integration, Adspert becomes a key element of Mirakl Connect, the platform that centralizes third-party seller activity. The goal: empower sellers to boost their visibility while encouraging increased spending in retail media.
A targeted economic strategy
Sellers who invest more in targeted campaigns see a rise in sales, which, in turn, drives higher advertising and e-commerce revenue for marketplaces powered by Mirakl.
Strengthening its position against CRITEO
With Adspert, Mirakl aims to compete with established players like CRITEO. The German startup brings technical expertise to a sector where business success heavily depends on algorithmic precision. While Adspert is smaller compared to solutions like Skai, its technology offers Mirakl a strategic advantage in enhancing its advertising offering.
Towards an integrated advertising ecosystem
Mirakl Ads, launched in 2023, already serves around 20 clients. By acquiring Adspert, the company strengthens its product roadmap, planning new features by 2025, such as on-site display and audience expansion.
However, challenges remain. Mirakl must ensure Adspert’s compatibility with competing platforms like Amazon while optimizing integration for its own clients. Striking this balance will be essential to maintaining seller trust and driving business growth.
