Similarweb acquires Admetricks

Admetricks was founded in 2012 in Santiago and focuses on the Latin American market, running software-as-a-service products include Admetricks Ad Intelligence, which provides estimates of competitor ad spending and results, and Admetricks Media Planner, which assists with planning and budgeting for media campaigns.

Following the acquisition, Admetricks will continue to operate as Admetricks, a Similarweb company, and the two companies already have an existing technical integration in place.

Similarweb said that purchasing Admetricks would significantly improve its tools for display advertising and that it plans to incorporate Admetricks’ analytics into other aspects of the Similarweb Digital Data platform.

Or Offer, chief executive at Similarweb, said: “Admetricks’ excellence in display advertising intelligence fits naturally with Similarweb’s strengths, helping customers understand how to refine their media budgets and improve their reach in display advertising among publishers, retail marketplace advertising and digital marketing more broadly.

“We look forward to taking Admetricks’ capabilities global. Their existing customers include both regional and global brands selling into Latin America. We want to support this current book of business while also introducing them to the value of the broader Similarweb platform.”

Felipe del Sol, chief executive and co-founder at Admetricks, added: “We are proud of what we have accomplished in the past decade and of showcasing that software created in Chile’s growing tech community can have worldwide impact.

“We call our employees ‘data lovers,’ and we are honoured to be joining Similarweb’s larger family of digital data lovers who put that value into practice every day. Together we will be able to offer a more comprehensive solution for marketing and advertising across channels.”