Engagement — Add-on Due Diligence
Code & Co. advises mrge, backed by Waterland Private Equity, on Tech & Product Due Diligence ahead of its acquisition of MaxBounty, an award-winning performance marketing platform.
mrge, the leading intelligent platform for Commerce Advertising, announces the acquisition of MaxBounty, a premier performance marketing network based in Ottawa, Canada. This strategic acquisition marks the fifth addition to the mrge family, which includes digidip, Yieldkit, shopping24, and SourceKnowledge.
Scope Of Work
Code & Co. conducted Tech & Product Due Diligence for mrge and Waterland Private Equity.
This process involved evaluating the company's architecture, infrastructure, technology stack, and cybersecurity practices. Additionally, Code & Co. assessed platform integrations, the product roadmap, KPIs, as well as onboarding and customer support processes for both advertisers and affiliates.
Finally, Code & Co. reviewed the R&D team, software development life cycle, and quality assurance procedures.
About MaxBounty
MaxBounty is renowned for its expertise in Cost-Per-Action (CPA), Cost-Per-Lead (CPL), and Cost-Per-Install (CPI) campaigns, with a strong focus on market research, finance, and e-commerce sectors. The network boasts 3,000 advertisers and 16,000 publishers, excelling in retaining large advertisers through dedicated account management and a clear emphasis on ROI. Additionally, MaxBounty operates its own lead-generation sites, contributing significantly to partners' revenue streams. The company has consistently been recognized as the #1 CPA Network by mThink Blue Book and OfferVault.
About mrge
mrge, the intelligent platform for Commerce Advertising, connects over 5,500 publishers, 55,000 advertisers, and 100 networks across more than 160 countries. By integrating smart tools, technologies, and formats, mrge brings campaign messages closer to content, creating value for publishers, advertisers, and users alike. mrge combines the strengths of five market-leading companies: digidip, focusing on premium publishers with high traffic; MaxBounty, a network specializing in direct partnerships; shopping24, offering product recommendation solutions; SourceKnowledge, established as a CPC platform; and Yieldkit, providing high reach and performance. Supported by the private equity investment group Waterland as the majority owner, mrge is led by CEO Dave Reed, CTO Nils Grabbert, CFO Michael Schambach, and CRO Justin Kuykendall. With offices in Hamburg and Berlin (Germany) as well as Montreal and Ottawa (Canada), mrge employs over 160 professionals. www.mrge.com
About Waterland Private Equity Investments
Founded in 1999, Waterland Private Equity Investments is a private equity firm based in Bussum, Netherlands. The firm seeks to invest in companies operating in business products, business services, consumer products, consumer services, healthcare, information technology, life sciences, the Internet of things, SaaS, wellness, and technology-based sectors.