OneMagnify, an AI-enabled marketing solutions platform backed by private equity firm Crestview Partners, announced it has acquired the Performance Marketing business of Optimal, a digital marketing partner specializing in performance media and audience data solutions. Financial terms of the transaction were not disclosed.
Founded nearly two decades ago, Optimal has built a strong reputation in performance marketing, proprietary audience data, and measurable campaign optimization. The business serves clients across technology and SaaS, automotive and transportation, real estate, construction and home services, and eCommerce and consumer brands. Its capabilities span major digital channels including paid search, paid social, connected TV, programmatic, and marketplace advertising.
The acquisition integrates Optimal’s performance media expertise and proprietary data assets into OneMagnify’s AI-powered platform and analytics capabilities. Alongside OneMagnify’s recent acquisition of Emodo, the transaction expands the company’s paid media offering across programmatic, connected TV, paid search, paid social, and marketplace advertising.
OneMagnify positions the deal as a strategic step toward building a unified, AI-native, platform-enabled agency focused on B2B growth, combining strategy, analytics, digital experience, performance marketing, and channel solutions within a single integrated platform.
BrightTower, an investment banking and M&A advisory firm based in New York City, served as financial advisor to Optimal in the transaction.
KEY QUOTES
“Integrating Optimal’s performance marketing expertise with our platform and professional services creates a powerful, end-to-end offering for businesses looking to drive measurable growth.”
Mark Petroff, CEO of OneMagnify
“This acquisition accelerates OneMagnify’s transformation into the first unified, AI-native, platform-enabled agency purpose-built for B2B growth.”
Ravi Karumuru, President of OneMagnify
“OneMagnify’s vision for a unified, AI-powered marketing platform aligns perfectly with where the performance marketing needs of our clients are heading. Becoming part of OneMagnify enables us to now offer our clients the benefit of a fully integrated, strategic platform implementation, while maintaining the performance-driven focus that has defined our business from the beginning.”
Brian Wulfe, President of Optimal
