Performance marketing platform OLAmobile has acquired two of the incubated startups of German company builder Makers. This also marks the exit of Makers from the marketing space. Startup company IconPeak and its subsidiary BidderPlace have now joined the team of OLAmobile to help the marketing platform in increasing its presence within the marketing space.
OLAmobile acquired IconPeak to grow its presence in marketing space
The performance marketing platform acquired the startup and its subsidiary to increase its presence within the mobile performance marketing space. The overall deal of the two businesses cost the marketing platform overall $10 million, which is not a small amount for OLAmobile.
According to a report by TechCrunch, “The deal sees the return of its entire fund so far, and, arguably, is validation that the company builder’s lean model is working, albeit modestly.” The reporter notes that they understand the exit is representing a 50x multiple for Makers as well.
The new deal not only creates new startups from scratch, including recruiting suitable co-founders from its network but also pre-seeds investing in existing businesses that can benefit from the in-house operational support of Makers.
How will BidderPlace help OLAmobile?
BidderPlace – founded in 2015 – and IconPeak – founded in 2013 – fall into the former category. IconPeak is the first startup of Makers after the company builder got set up and the startup is, most importantly, helping publishers in monetizing their ad space by promoting in-demand apps from it’s over 500 or so brand partners and app developers.
The app developers and brand partners benefit from the channels and placements that IconPeak is providing access to. The startup is offering access with the main goal of growing the user database engagement of an application. Steve O’Hear – @sohear – notes in his report on news site TechCrunch, “I’m told the Berlin-based company, co-founded along with Makers by Gunnar Kämpgen and Felipe Ogibowski, currently employs over 30 people and works for clients in over 100 countries.”
BidderPlace – the subsidiary business – is popular as a mobile performance marketing network and it helps in bringing together advertisers and publishers with the assistance of a self-service model. Currently, the subsidiary business employs over 15 people and works with clients from over 30 countries.