Dotdigital Group plc, has acquired Social Snowball Holdings, Inc. – the U.S. based platform focused on influencer, affiliate and referral marketing for $35 million USD, in a move to enhance its marketing automation suite for e-commerce brands.

This strategic deal combines two high-growth Martech categories, bringing creator-driven marketing directly into Dotdigital’s customer experience and data platform (CXDP). The integration allows brands to activate word-of-mouth marketing using their own first-party customer data creating a more measurable and cost-effective path to growth amid rising paid media costs and increasing privacy restrictions.

“With traditional ad tracking declining and Gen Z pushing for authentic, peer-driven engagement, marketers need smarter, more relatable ways to connect,” said Milan Patel, CEO of Dotdigital. “Social Snowball provides an alternative performance channel that fits the demands of today’s marketing ROI-centric, data-driven, and culturally tied.”

Social Snowball was founded in 2020 and allows brands to turn customers, prospects, and creators into proactive brand ambassadors. With integrated analytics and attribution capabilities, the platform allows marketers to measure actual revenue much beyond merely impressions or clicks.

With its solid customer base of more than 1,500 Shopify merchants such as G Fuel, Brez, and True Classic, the deal also deepens Dotdigital’s footprint within the Shopify ecosystem. It is in line with Dotdigital’s product-led growth model and widens its addressable market in the D2C arena.

Noah Tucker, Founder and CEO of Social Snowball, stated, “We’re excited to join Dotdigital and help brands scale influencer and affiliate programs like never before. Their vision, values, and platform are a perfect match for our mission and customers.”

This move follows Dotdigital’s 2023 acquisition of Fresh Relevance, signaling its continued investment in building a full-funnel, performance-driven influencer, affiliate and referral marketing engine.

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News Source: Businesswire.com