Ebiquity acquires MMi and MediaPath

The deals were signed on 29th March 2022, with the MMi acquisition having completed and MediaPath expected to be finalised before the end of April.

The acquisitions will bolster Ebiquity’s media investment analysis work, and will see MMi chief executive Thomas Bridge join Ebiquity as president, Ebiquity North America, and Paul Williamson promoted to managing director, Ebiquity Americas.

Susanne Elias, founder at MediaPath, will become chief integration officer at Ebiquity.

Ebiquity confirmed both businesses will rebrand soon after the acquisitions close.

MediaPath is a media consulting company specialising in agency selection processes, media performance measurement and media benchmarking. It was founded in 2008 in Stockholm and employs 45 people in 12 countries.

MMi was founded 27 years ago and provides clients with transparency and accountability across national and local media, and agency performance validation. The company has 40 employees across the US and is headquartered in St Louis.

Nick Waters, global chief executive at Ebiquity, said: “MediaPath and MMi are both highly respected companies operating in our space. Susanne and Thomas share our values and our vision for what the media industry can be and how we can serve it.

“The combination of our teams creates a formidable breadth and depth of media talent, with global reach and national market expertise.”

Elias said “Using technology for innovation and delivery of our services to our clients has been a key driver for us and that now combined with Ebiquity’s global reach, broad service offerings as well as highly skilled team of media specialists creates stellar opportunities for our combined businesses, clients and teams all over the world.

“I am very excited to join the executive leadership team at Ebiquity and work with them to integrate our businesses across all teams and services together with existing and new colleagues and clients.”

Bridge added: “MMi is excited to join the Ebiquity family, expanding our coverage domestically and internationally for our clients. This step further reinforces MMi’s commitment to our team and our clients in continuing our work in driving third-party media accountability.”