Marketer AdSwerve to Pay $24M for Analytics Pros’ Google Knowhow

Seattle-based Analytics Pros has sold to another Google-focused marketing company, Denver, CO-based AdSwerve, for $24 million in a private equity-backed deal, according to a company spokesman.

Boston-based Abry Partners funded the acquisition, and Analytics Pros will “transition” into AdSwerve in January 2019, according to a news release. Founded in 2009, Analytics Pros sells Web and mobile analytics, optimization services, search engine marketing, and various other services that are helpful for digital marketers that use Google Analytics 360 and Google Cloud. AdSwerve, meanwhile, sells services for programmatic ad buying and marketing on Google. It was also founded in 2009.

Google recently rebranded its online advertising and marketing platform. AdSwerve, with funding from Abry, is using this acquisition to position itself with services that cut across the entirety of what is now known as Google Marketing Platform, the company said in a news release. AdSwerve said the combined businesses will have 120 employees and more than $100 million in estimated gross revenue this year. The company didn’t disclose Abry’s ownership stake in it.

Author: David Holley

David is the national correspondent at Xconomy. He has spent most of his career covering business of every kind, from breweries in Oregon to investment banks in New York. A native of the Pacific Northwest, David started his career reporting at weekly and daily newspapers, covering murder trials, city council meetings, the expanding startup tech industry in the region, and everything between. He left the West Coast to pursue business journalism in New York, first writing about biotech and then private equity at The Deal. After a stint at Bloomberg News writing about high-yield bonds and leveraged loans, David relocated from New York to Austin, TX. He graduated from Portland State University.