MiQ to Acquire Pathlabs, Expanding Programmatic Excellence to Independent Agencies
29 Julio 2024 - 8:00AM
Business Wire
Strategic acquisition will enhance Pathlab’s
services to midsize agencies through MiQ's best in class partners,
technology, and people
Global programmatic media partner MiQ today announced plans to
acquire Pathlabs, the Media Execution Partner (MEP) that provides
end-to-end digital media execution services to independent
agencies. This move marks another major milestone in MiQ's business
evolution, as it continues to accelerate growth and deliver
programmatic excellence across the entire digital advertising
ecosystem.
Headquartered in Missoula, Montana, Pathlabs was founded in
2021. Through its innovative Media Execution Partner (MEP) model
and supported by a 100-person team, Pathlabs serves as an agency
extension, managing everything from planning to reporting of
performance-based, paid advertising campaigns. MiQ’s acquisition of
its business will unlock impactful opportunities for midsize
independent agencies by blending MiQ's cutting-edge technology and
agnostic partnerships with Pathlab’s deep understanding of this
market. Adding to MiQ’s extensive foothold with key holding
companies, the introduction of Pathlabs now provides the
opportunity to deliver unmatched programmatic capabilities to
clients of all sizes across the U.S.
In an increasingly complex and fragmented digital advertising
landscape, the role that innovative and reliable managed services
providers play has become more critical than ever. As advertisers
navigate these hurdles, they require best-in-class partners who not
only advise and execute tailored strategies, but who have the
demonstrated ability to stay ahead of the curve with technology
investments that help them reach their goals as MiQ has. By joining
forces with MiQ, Pathlabs will be able tap into this wealth of
expertise and technology to deliver even more advanced and
effective solutions to their clients.
“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,” said Charlie Neer, co-CEO of MiQ, U.S. “To do
this effectively, we require a partner like Pathlabs that is
trustworthy, agile, and who shares in our unwavering commitment to
client success.”
“Pathlabs has built an impressive business by delivering
exceptional service and results for independent agencies, and we're
thrilled to welcome them to the MiQ family to further this
journey,” Erin Madorsky, co-CEO of MiQ, U.S. added. “By arming
their experts with solutions that elevate their offerings, enhance
insights, and drive even greater success for clients, we’ll open a
new chapter for both of our companies and jointly help redefine
what's possible in the programmatic advertising ecosystem.”
The acquisition of Pathlabs follows MiQ's previous deals
including Grasp, Samba, and AirGrid and reinforces the company's
commitment to making the programmatic experience better for all.
For Pathlabs, the company will retain its brand identity and
operate as an independent business unit under MiQ's ownership,
immediately becoming “an MiQ company.”
“By combining our deep expertise in servicing independent
agencies with MiQ's cutting-edge technology, global partnerships,
and programmatic prowess, we're empowering our clients with
advanced tools and talent that will significantly up-level the way
independent agencies navigate the digital advertising ecosystem,”
said William Lapointe, CEO of Pathlabs. “Together, we'll deliver
insights, performance, and value that enable our clients to achieve
extraordinary results.”
About MiQ
We’re MiQ, a tech-enabled programmatic media partner for
marketers and agencies. We connect data from multiple sources to do
interesting, exciting, business-problem-solving things for our
clients. We’re experts in data science, analytics, and programmatic
trading, and our team is always ready to react and solve challenges
quickly, ensuring you’re always spending your media investments on
the right things in the right places.
Headquartered in London, MiQ operates globally from 18 offices
located across North America, Europe, and APAC. Our company has
been recognized numerous times for our stellar contributions both
internally and externally, including Insider’s 2023 Hottest AdTech
Company list, Ad Age’s 2023 Best Places to Work Award, 2022 Inc.
Power Partners list, and AdExchanger’s Programmatic Power Players
list since its inception in 2020.
About Pathlabs
Pathlabs is a Media Execution Partner (MEP) that provides
end-to-end digital media execution services to independent
agencies. Pathlabs combines the best of both worlds between
in-house teams and vendors, delivering service-based solutions and
handling all the planning, execution, optimization, analytics, and
reporting for agencies.
The company's primary objective is to equip agencies with the
right people, workflows, and technology; by doing so, they enable
agency leaders to focus on scaling the business while Pathlabs
handles the intricacies of their media execution.
For additional information on Pathlabs, please visit
www.pathlabs.com.
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Media Contact Nicole Sullivan Gregory FCA
nsullivan@gregoryfca.com