Entravision buys Playback assets to boost loyalty ads

Entravision has acquired the core technology, platform and product IP assets of Playback Reward to strengthen the loyalty and rewards capabilities of its performance advertising unit.

The assets will be integrated into Adwake’s operations to support the development of loyalty-driven advertising solutions aimed at improving customer retention and Return On Ad Spend.

Focus on retention and measurable outcomes

Entravision positions the acquisition as a move to address growing demand from advertisers for efficiency and measurable results. By incorporating Playback’s technology, Adwake plans to enhance targeting and performance optimization within its loyalty rewards platforms.

Michael Christenson, Chief Executive Officer, Entravision Communications Corporation: "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."

Emre Atalay, Chief Executive Officer, Adwake: "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."

Integration into rewarded advertising roadmap

Adwake will incorporate the Playback assets into its Rewarded & Loyalty advertising roadmap, with the aim of accelerating product development and expanding campaign capabilities across mobile environments.

Stanimir Kolev, General Manager for Rewarded Platforms, Adwake: "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."

www.entravision.com

www.adwake.ai

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