Entravision Communications announced that it has acquired the core technology, platform, and product intellectual property assets of Playback Rewards. The assets will be integrated into Adwake, Entravision’s performance advertising business, to accelerate the development of loyalty rewards platforms and enhance performance marketing capabilities.
The acquisition is designed to strengthen Adwake’s ability to deliver customer retention solutions and improve return on ad spend for advertisers. By incorporating Playback’s technology, Entravision aims to expand its targeting and campaign optimization capabilities while helping brands engage users who are more likely to remain loyal over time.
Entravision said the integration will support its broader strategy of shifting toward performance models that emphasize long-term engagement rather than short-term user acquisition. The combined platform is intended to enable advertisers to reach high-intent users more effectively and drive measurable campaign outcomes.
The Playback technology will become part of Adwake’s rewarded and loyalty advertising roadmap, enabling faster product innovation and broader campaign capabilities across mobile environments. Company executives said the enhanced platform will allow advertisers to better identify high-value users, improve campaign optimization, and deliver stronger long-term engagement between brands and consumers.
Adwake is a tech-enabled services company powered by Entravision that helps advertisers connect with customers across multiple screens using proprietary ad technology and strategic services. Entravision, whose shares trade on the New York Stock Exchange under the ticker EVC, operates globally as an advertising technology, media, and marketing solutions company.
KEY QUOTES
“Brands are no longer focused on short-term acquisition. Playback’s technology strengthens our targeting and optimization capabilities, allowing advertisers to reach the right users at the right moment and drive deeper engagement over time.”
Emre Atalay, Chief Executive Officer of Adwake
“This acquisition strengthens our performance offering at a time when advertisers are prioritizing efficiency, measurable outcomes, and long-term value. By integrating Playback’s technology into Adwake, we are enhancing our ability to deliver scalable customer loyalty solutions with improved targeting and performance optimization for brands.”
Michael Christenson, Chief Executive Officer of Entravision
“Playback’s technology and product assets significantly improve our ability to identify high-intent users and optimize campaigns toward long-term value, which translates into better retention, higher ROAS, and a more meaningful value exchange between brands and users.”
Stanimir Kolev, General Manager For Rewarded Platforms At Adwake
