Similarweb acquires Chilean digital analytics company Admetricks

Founded in 2012 in Santiago, Chile and best known for empowering brands to advertise more effectively in Latin America, Admetricks will advance Similarweb’s mission of providing the most comprehensive data, analytics, and optimization tools for digital marketing and advertising.

Admetricks supports multimillion-dollar ad campaigns, as well as diverse clients with significant growth potential.

“Admetricks’ excellence in display advertising intelligence fits naturally with Similarweb’s strengths, helping customers understand how to refine their media budgets and improve their reach in display advertising among publishers, retail marketplace advertising and digital marketing more broadly,” Similarweb CEO Or Offer said.

“We look forward to taking Admetricks’ capabilities global. Their existing customers include both regional and global brands selling into Latin America. We want to support this current book of business while also introducing them to the value of the broader Similarweb platform,” Offer added.

“We are proud of what we have accomplished in the past decade and of showcasing that software created in Chile’s growing tech community can have worldwide impact,” said Admetricks CEO, Felipe del Sol, who co-founded the company with CTO, Patricio del Sol.

“We are honored to be joining Similarweb’s larger family of digital data lovers who put that value into practice every day. Together we will be able to offer a more comprehensive solution for marketing and advertising across channels,” Del Sol added.

The value of the transaction was not disclosed.

Similarweb was advised in Chile by law firm Carey, with a team led by partner Óscar Aitken, with partners Patricia Silberman and Manuel Alcalde, and who were assisted by counsels José Ignacio Mercado and Valentina Kuscevic, and associates Sebastián Melero, Antonio Dourthe, Francisca Castillo, Felipe Hinzpeter, Guillermo Feliú, María Anguita and Fernanda Gabor.

DLA Piper Chile acted as counsel to Admetricks with a team led by partner Matías Zegers, with associate José Ignacio Marín.

Similarweb’s in-house team comprised David Kaplansky, general counsel, and Israel Wagshul, senior counsel corporate and M&A.