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MIRAKL continues its development in retail media by integrating Adspert, a German startup specializing in the optimization of PPC (pay-per-click) campaigns.
Little known in France, ADSPERT develops advertising optimization tools for platforms like Amazon, Google and eBay. Its technology makes it possible to maximize ROAS (return on ad spend) and optimize advertising auctions. With this integration, Adspert becomes an essential component of Mirakl Connect, the platform that centralizes the activity of third-party sellers. The objective is clear: to provide sellers with the means to improve their visibility while encouraging them to increase their spending on retail media.
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This approach is part of a precise economic logic. Sellers, by investing more in targeted campaigns, increase their sales. In turn, the marketplaces powered by Mirakl are seeing their advertising and e-commerce revenues increase.
A strengthened positioning against CRITEO
With Adspert, Mirakl aims to compete with established players like Criteo. The German startup brings technical expertise to a sector where business volume largely depends on the precision of algorithms. If Adspert remains modest compared to solutions like Skai, its technology nevertheless offers Mirakl leverage to consolidate its advertising offering.
Towards an integrated advertising ecosystem
Mirakl Ads, launched in 2023, already has around twenty clients. With Adspert, the company is strengthening its product roadmap by planning new features from 2025, such as on-site display and audience expansion.
However, challenges persist. Mirakl must maintain Adspert’s compatibility with competing platforms like Amazon while maximizing integration for its own customers. This delicate balance will be crucial to maintaining the trust of sellers while increasing business volume.
