Marketing Intelligence Platform Funnel Acquires Adtriba

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The acquisition consolidates Funnel's position as a global frontrunner in marketing intelligence with the company generating more than $50 million in Annual Recurring Revenue. Funnel's thousands of customers will be provided with a market-first integrated measurement technology, based on Adtriba's capabilities, within one unified platform.

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Being a part of Funnel will allow us to create an even deeper integration between Funnel’s Data Hub and Adtriba’s measurement and triangulation capabilities. It will also draw on Funnel’s extensive experience in managing very large data volumes and allow customers to get access to a global support and success organization. Most importantly though, we will be able to create a world-class measurement product that is more accurate, faster, and easier to use than any other solution out there.

Fredrik Skantze, CEO of Funnel, says: "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. At Funnel, we are bold in wanting to be the definitive Marketing Intelligence Platform. Through this acquisition, we are well on the way to achieving that goal. If our previous partnership with Adtriba is any indication, I am more than confident this deal will be a success. We are pleased to be welcoming Adtriba's team to Funnel and we cannot wait to begin the integration of our technologies."

Adtriba CEO János Moldvay — who will become VP of Measurement at Funnel — adds, "As Adtriba continues to compete in the measurement technology arena, we are thrilled to announce this next step in our journey. 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."

About Funnel

Founded in Stockholm in 2014, The global marketing intelligence leader, Funnel helps thousands of marketers at brands like Havas Media, Home Depot and Publicis to choreograph their data and unlock insights that move their businesses forward.

About Adtriba

Founded in 2015, Adtriba is a SaaS solution for holistic and data driven marketing measurement and optimization. Based on advanced machine learning technologies, Adtriba enables for the analysis of complex customer journeys and marketing activities across all channels – online and offline.