French unicorn Mirakl has announced its third acquisition in three years, acquiring German adtech startup Adspert, which specializes in e-commerce advertising. The terms of the acquisition remain undisclosed, but Adspert's entire team of 30 employees will join Mirakl, further expanding the company's capabilities in the e-commerce space.

For those unfamiliar, Mirakl originally started as a software solution that enables e-commerce companies to add a marketplace of third-party resellers to their websites, similar to Amazon's marketplace model. This strategy has proven successful, with Mirakl signing big-name retailers like Best Buy, Carrefour, and Leroy Merlin, as well as expanding to B2B clients such as car manufacturers working with different suppliers.

In 2021, Mirakl secured a significant $555 million funding round at a $3.5 billion valuation, largely driven by the surge in online sales during the Covid-19 pandemic and record-breaking venture investments. This influx of capital has enabled the company to explore new areas, including retail media – think sponsored results on e-commerce websites or featured products in e-commerce apps. Mirakl's clients can leverage Mirakl Ads to create a new revenue stream, with 20 clients already utilizing the company's retail media platform.

The acquisition of Adspert marks a strategic move by Mirakl to target brands and sellers looking to spend money on e-commerce ads. Adspert's AI-driven Ads Optimization software optimizes ad bidding on various e-commerce platforms, including Amazon, eBay, and Walmart, providing a central dashboard for clients to monitor their spending, set targets, and run ad campaigns with automatic bidding capabilities.

According to Mirakl co-founder and co-CEO Adrien Nussenbaum, "By integrating Adspert's AI-driven Ads Optimization software into Mirakl, we are reinforcing our leadership in being the only solution on the market that consolidates the critical technology that global brands and sellers need to be successful." This integration will enable Mirakl to complete the circle of retail media, offering both a demand-side platform and an in-house retail media solution.

The implications of this acquisition are significant, as Mirakl continues to strengthen its position in the e-commerce space. With Adspert's capabilities, Mirakl can now provide a more comprehensive solution for its clients, helping them navigate the complex world of e-commerce advertising. As the online shopping landscape continues to evolve, Mirakl's strategic move is likely to have a lasting impact on the industry.

Looking ahead, it will be interesting to see how Mirakl continues to expand its offerings and solidify its position as a leader in e-commerce technology. With its latest acquisition, the company is poised to make a significant impact on the retail media landscape, and its clients are likely to reap the benefits of this strategic move.