The acquisition combines Funnel's data collection and analysis acumen with Adtriba's complex machine-learning measurement tools, optimized for the likes of Adidas and Sony

Funnel, a leading marketing intelligence platform, has acquired Adtriba, a prominent player in marketing measurement technology. This acquisition enhances Funnel's capabilities in Unified Marketing Measurement (UMM), integrating advanced methodologies like marketing mix modeling (MMM) and multi-touch attribution (MTA) to deliver comprehensive insights across digital and offline channels.

Strategic Expansion in Marketing Intelligence:

• Unified Measurement Technology: Integrates Adtriba's proprietary measurement technology into Funnel's Data Hub, offering advanced analytics and campaign ROI assessment capabilities.
• Enhanced Product Offering: Provides marketers with a unified platform for comprehensive data gathering, reporting, and visualization across all marketing channels.

Industry Impact and User Benefits:

• Market Leadership: Funnel consolidates its position as a frontrunner in marketing intelligence with an expanded product suite catering to global brands and agencies.
• Customer Success: Insights from Adtriba's technology enable precise budget allocation and performance tracking for brands like Adidas and Sony, enhancing marketing strategy effectiveness.

Advanced Measurement Capabilities:

• Machine Learning Integration: Utilizes machine-learning-powered algorithms for real-time data analysis, overcoming challenges of cookie restrictions and privacy concerns.
• Full-Funnel Approach: Supports holistic marketing strategies by measuring impact across all stages of the customer journey, from awareness to conversion.

Funnel's acquisition of Adtriba marks a significant advancement in marketing technology, empowering marketers with robust tools for precise measurement and strategic decision-making. By integrating Adtriba's expertise into its platform, Funnel continues to innovate in the field of marketing intelligence, offering scalable solutions that drive business growth and maximize marketing ROI.