Ecommerce software company Mirakl has acquired AdTech firm Adspert, as the firm seeks to boost its retail media offering.

Founded in 2010, Adspert helps e-commerce businesses boost profits on Amazon and eBay by improving their PPC (Pay-Per-Click) advertising campaigns.

The firm has developed a predictive AI tool designed to help sellers and brands to boost their global advertising strategies and media budgets across a range of channels and marketplaces.

As part of the acquisition of Adspert, Mirakl will expand its retail media offering by integrating the company’s AI powered platform into its suite of solutions.

The firm said the acquisition comes in a moment where the retail media ecosystem is fragmented, suggesting that advertisers need a platform on which they can easily manage and optimise their advertising investments across channels.

Adrien Nussenbaum, co-chief executive and co-founder of Mirakl said the buyout will empower brands and sellers with cutting-edge tools that enhance their advertising strategies and optimise ec-ommerce performance.

“By integrating Adspert’s AI-driven ads optimisation software into Mirakl, we are reinforcing our leadership in being the only solution on the market that consolidates the critical technology that global brands and sellers need to be successful,” he added.

Mirakl’s current client base includes well-known brands Macy’s, Decathlon, Kroger, Airbus, Toyota Material Handling and Sonepar.

---