Research and data company Similarweb announced the acquisition of Admetricks, a company founded in Santiago de Chile in 2012 and known for empowering brands to advertise more effectively in Latin America. Portada talked to Admetrick’s CEO Felipe del Sol on the acquisition and his experience as a digital entrepreneur.
Asked about what Admetricks gains by being acquired by Similarweb, Del Sol notes, “Similarweb has 40 times more people and 100 times more sales, but at the same time, it is a startup founded five years before us. We are very similar in our work culture, but they challenged themself more and managed to grow faster. Regarding strategy and finance, it made more sense for both companies to build things together rather than separately. Similarweb gains 11 years of experience in display advertising intelligence and a presence in Latin America.”
Del Sol asserts, “Admetricks will continue to operate as Admetricks, a Similarweb company, and each company’s products will continue to operate as usual.” “Similarweb will incorporate Admetricks’ data into other aspects of the Similarweb Digital Data, which is focused on understanding the overall strength of digital brands as competitors, partners, or investments.”
“Similarweb has 40 times more people and 100 times more sales, but at the same time it is a startup founded 5 years before us.”
“Like Similarweb’s 2022 acquisition of the Rank Ranger SEO platform, we see the addition of Admetricks as adding to Similarweb’s core strengths and allowing us to deliver a more well-rounded solution for marketers, publishers, and advertisers,” said Baruch Toledano, VP and General Manager of Digital Marketing Solutions at Similarweb.
Open Web vs. ChatGPT and its Impact on Data Providers
With Gartner predicting that search volume will decrease by 25% by 2026, research and data companies that base their offering on open web advertising and search data may face headwinds. Admetrick’s Del Sol points out that he believes “that consumers and organizations will want many ways to connect with their consumers. ChatGPT is a great way for consumers to use it, but as with every new technology, other technologies evolve as well, and the new technology will take time for consumers to adopt in a broader sense. We have seen many examples of these cases, including social media and voice search, which were the next big thing and took time to adopt among consumers. ” Del Sol adds that “Google is experimenting with Search Generated AI Experience (SGE) in Beta yet still provides traditional results to provide consumers with choice. Similarweb will continue to evaluate these channels to help marketers understand the magnitude of the trends, including ChatGPT, and over time develop tools that help them to find consumers where they are and how marketers can/are performing in those channels. In fact, due to our ability to view a broad panel, we can extract user behavior on ChatGPT and are experimenting with some of this data set. When we have more tools to provide marketers to adapt to these new “discovery” channels, we will share them, but for now, we are experimenting with them.”
“We have seen many examples of these cases, including social media and voice search, which were the next big thing and took time to adopt among consumers.”
SimilarWeb Admetricks: Introducing SimilarWeb’s products in Latin America
According to Del Sol, “the plan is that when training is finished, the Admetricks team will introduce and support Similarweb products in Latin America: Digital Research Intelligence, Digital Marketing Intelligence, Sales Intelligence, Stock Intelligence, Shopper (Retail Media) Intelligence, Data as a service, and all their Advisory service offerings.”
SimilarWeb Admetricks: Advice for Digital Entrepreneurs
After 11 years of hard work, Del Sol’s company, Admetricks, has been acquired. What advice can he provide to other start-ups and entrepreneurs based on his experience? “To move forward on every phrase along the journey, it takes a lot of effort and sacrifices. You must set your mindset to believe you can make things happen for you to make them happen,” Del Sol asserts.
“You must set your mindset to believe you can make things happen in order for you to make them happen.”
