OneMagnify Acquires Optimal's Marketing Arm
AI-enabled marketing solutions company OneMagnify has acquired the Performance Marketing business of Optimal. OneMagnify, which is backed by private equity firm Crestview Partners, said the acquisition will expand its performance media and audience data capabilities.
- The acquisition will integrate Optimal's expertise in performance media, proprietary audience data, and campaign optimization into OneMagnify's AI-powered platform. Optimal is recognized for delivering measurable results across major digital channels, including paid search, paid social, CTV, programmatic, and marketplace advertising. - This move is part of a broader strategy by OneMagnify to expand its capabilities through acquisitions since receiving a majority investment from Crestview Partners in 2022. Other recent acquisitions include Emodo, a programmatic advertising firm, and Guidance, an eCommerce agency. - The addition of Optimal's Performance Marketing business is intended to accelerate OneMagnify's transformation into a unified, AI-native, platform-enabled agency specifically for B2B growth. - Optimal's President, Brian Wulfe, will join the OneMagnify team, stating that OneMagnify's vision for a unified, AI-powered marketing platform aligns with the future needs of Optimal's clients. - OneMagnify, founded in 1967, serves a blue-chip client base across automotive, industrial, consumer goods, and financial services industries with a team of over 600 employees in six global offices. - Crestview Partners, a private equity firm with approximately $10 billion of aggregate capital commitments, is focused on fueling OneMagnify's growth and diversification through capital investment in acquisitions and geographic expansion.
