• by Richard Whitman , Columnist, February 18, 2016

The performance marketing space has seen a lot of action lately. 

In the past year or two Commission Junction (and all its subsidiaries) was acquired by digital marketing firm Conversant (formerly known as ValueClick) which was then acquired by data marketer Alliance Data for $2.3 billion; Ebates was acquired by Japanese ecommerce firm Rakuten for $1 billion and most recently, eBay Enterprise Marketing Solutions acquired AffiliateTraction which, collectively, was then acquired by investment firms Banneker Partners and Permira Funds for $985 million.

And now... PM Digital and NetBooster have created a strategic partnership. Together, the agencies will focus on data-driven SEM, SEO, Content, Social, Display, Affiliate, Email and Web Development programs as well as the creative that supports those efforts.

Of the partnership, PM Digital Co-CEO Chris Paradysz said: "NetBooster brings impressive digital and vertical expertise that will complement our combined leading roster of brands across the retail, travel and hospitality, financial services, education, publishing, technology, telco, automotive, non-profit and B2B sectors.

Our shared dedication to creativity, innovation and performance will enhance our clients' overall programs and allow them to realize new opportunities to connect and engage across the globe."

Netbooster CEO Tim Ringel added: "The performance driven methodology is core to our cross-channel, global performance approach. With PM Digital's deep roots in direct and integrated marketing, coupled with their exceptional channel intelligence, this relationship will give our mutual clients a significant competitive advantage. Together we will strengthen the relationship with critical media providers, as well as best-in-class data and technology partners. The entrepreneurial spirit of both companies fuels our mutual plan for a global footprint with APAC as our next target."

The combined partnership is said to forge an international presence with 25 offices with 800 employees and $500 million of media spend.