Digital Media Solutions Acquires Digital Performance Advertising Network W4

Acquisition brings extensive online ad distribution strength to clients with W4’s broad reach and proprietary technology stack

Digital Media Solutions, LLC (DMS), an industry leader in the world of customer acquisition and retention that helps clients maximize their digital marketing to beat the competition and accelerate growth, announced that it has acquired W4 Performance Ad Market (W4). W4 helps advertisers acquire new customers while enabling digital media publishers to monetize traffic on a results-based, cost-per-action (CPA) basis. In addition to a robust technology platform created to manage, track and optimize online response-based campaigns, W4 offers one of the broadest mixes of performance-based online advertising campaigns for brands including AARP, ADT, Aetna, American Standard, Anderson Windows, Choice Home Warranty, Credit Sesame, DISH Network, Fidelity, Loan Depot, McAfee, Microsoft, Netflix, Symantec and Terminix. Acquiring W4 gains DMS newly expanded distribution across a multitude of online channels, allowing the company to control hundreds of millions in online advertising spend.

Joe Marinucci
Joe Marinucci

“W4 has an incredibly talented team deploying impressive, proprietary advertising technology to deliver billions of clicks and millions of consumers through an expansive network of online publishers and digital channels,” said Joe Marinucci, CEO of Digital Media Solutions. “This is a game-changer acquisition for us. DMS and W4 will now create more opportunities to drive high-volume marketing results, as part of our strategic plan to strengthen our performance advertising offerings to clients and publishers across the internet.”

W4’s Santa Monica, Calif. headquarters will continue to operate independently, with all current employees, and will create additional jobs as part of DMS, expanding both its technology and sales teams.

Read More: AI in Sales is on the Rise; But Golfing with Your Client Isn’t Going Away

“This transaction confirms W4’s leadership position, and joining forces with a company like DMS provides a perfect opportunity to expand our publisher network with the full deployment of our proprietary platform,” said Jason Durant Walker, Co-Founder and CEO of W4 Performance Ad Market. “We’ve got the most experience in the business, and our technology brings everything we know to the table, benefiting all W4 advertisers and publishers, as well as all DMS business units going forward.”

Read More: Using Technology as the Basis for Building the “Path to Sales Mastery” May Be a Bit Ambitious

According to the IAB, digital advertising spending grew 21% to $88 billion in 2017, while TV and print advertising continued to decline. DMS and W4 are now poised to take greater advantage of the growing digital advertising marketplace through the integration of core technologies and consolidation of services for advertisers across online advertising channels.

DMS continues its rapid growth trajectory and has been recognized on the Inc. 5000 list of the fastest-growing private companies in America for the past four years in a row. Since its inception, DMS has evolved into a full-service online advertising provider that combines performance marketing, digital agency services and marketing technology allowing clients to meticulously target and acquire the right customers.

Read More: With Automation and AI, the Human Side of Selling Is Fast Becoming a Unique Skill Set