Assembly Acquires E-Commerce Advertising Shop Pacvue

  • E-commerce software firm Assembly is acquiring retail advertising firm Pacvue.
  • Assembly recently completed a fundraise round valuing the firm at more than $1 billion.
  • Pacvue is among a small handful of firms powering retail ad platforms like Instacart and Walmart.

E-commerce software firm Assembly plans to acquire adtech company Pacvue to grab a piece of the hot e-commerce advertising space. Terms were not disclosed.

Assembly, backed by the private equity firms Advent International and Providence Strategic Growth, has snapped up five other e-commerce companies over the past two years. It’s built a stack of software that helps nascentindianascentindianascentindianascentindianascentindia, businesses run all parts of an e-commerce business from advertising, analytics, and research. Its acquisition of Pacvue will be supported by Assembly’s recent fundraise round, led by Advent, which valued Assembly at more than $1 billion.

While Assembly’s other acquisitions focused on selling non-advertising services around Amazon, Pacvue gives Assembly access to ad budgets beyond that giant. Four-year-old Pacvue sells software that helps brands like Unilever and Henkel buy and manage campaigns across 30 retailers who sell ads — including Amazon, Walmart, eBay, and Instacart.

“We started with Amazon and it’s a big part of what we do,” said Sandeep Kella, cofounder and CEO of Assembly. “But we also want to support merchants on whatever platforms they’re selling on.” He added that Assembly is still looking for other e-commerce-related acquisitions.

EMarketer estimates that advertisers will spend $24 billion this year on retail media. That money primarily goes to Amazon but a growing number of retailers are rolling out ad businesses nascentindianascentindianascentindianascentindianascentindianascentindia, to steal share from Amazon.

But marketers aren’t as familiar with those other retail media businesses. Pacvue cofounder Melissa Burdick said Pacvue can now access Assembly’s resources for entrepreneurs like events, podcasts and best practices for newer e-commerce platforms like Instacart.

“There’s a lot of content about Amazon out there because it’s been around for so long but there’s a lack of content on basically every other platform,” Burdick said.

And the acquisition will help Pacvue increase its 150-person staff, as it looks to hire more jobs like account directors, success managers, and data scientists that it’s currently hiring for nascentindianascentindianascentindianascentindianascentindianascentindianascentindianascentindianascentindia. The company grew incredibly quickly over the past year, with both its client base and revenue tripling. Also, Pacvue recently extended beyond advertising software, introducing tools that help brands manage supply and profitability on online marketplaces.

Pacvue joins a growing list of retail media firms getting gobbled up. Publicis Groupe acquired CitrusAd in July, and Ascential bought e-commerce adtech firm Perpetua in April.