• by Ray Schultz , July 29, 2024

MiQ, a global programmatic media partner, will acquire Pathlabs, a firm that provides digital media execution services to independent agencies, MiQ announced on Monday.  

The terms were not disclosed. 

The purchase will provide MiQ the opportunity to deliver programmatic capabilities to clients of all sizes in the U.S.

MiQ hopes to “open a new chapter for both of our companies and jointly help redefine what's possible in the programmatic advertising ecosystem,” says Erin Madorsky, co-CEO of MiQ, U.S.

Advertisers need best-in-class providers to navigate the ever more complex and fragmented digital advertising landscape, MiQ contends.

“With more than $25 billion in digital ad spend handled by independent agencies in the U.S. today and a meaningful portion of that outsourced to managed service providers, we see tremendous opportunity to capitalize on such a rapidly growing segment of our addressable market,” says Charlie Neer, co-CEO of MiQ, U.S.

Pathlabs, headquartered in Missoula, Montana, was founded in 2021 and now has 100 people on its team.