This week’s round-up of the latest mergers and acquisitions, partnerships, and account moves include iGaming Group, Uber Advertising, Skai, LG Ads Solution, and Magnite.
Deal Desk rounds-up the latest moves across the global affiliate and digital marketing industry and why it matters.
This week, iGaming Group acquires Bukmacherzy; Uber Advertising integrates with Kenshoo Skai for commerce opportunities; and LG Ad Solutions extends its partnership with Magnite.
iGaming Group acquires Bukmacherzy.com
iGaming Group is looking to expand and develop its presence in the Polish football and sport sectors with its latest acquisition.
The digital media group acquired Bukmacherzy.com and fully relaunched company. The investment comes as part of iGaming Group’s larger expansion into regulated European markets.
Dr Andreas Ditsche, chief executive of iGaming.com Group, said: “The future of sports betting media goes beyond bookmaker rankings. It will be built on trust, transparency and community.
“What sets Bukmacherzy.com apart is the combination of original football analyses, fully transparent tipster performance and prediction competitions that allow users to demonstrate their expertise without betting real money. Our ambition is to build Poland’s leading platform at the intersection of football, data and regulated sports betting – and to set a new standard that goes far beyond the traditional affiliate model.”
Leaders take
Bukmacherzy is a long-established domain with a strong presence in the sporting industry in Poland, which iGaming Group will combine with its own capabilities in performance marketing, technology, and content. The company has rebuilt Bukmacherzy’s platform bringing in bookmaker comparisons, rankings, live scores, odds, and league tables alongside Polish-language football content.
The editorial content to cover match analysis and betting tips will offer a fresh perspective for Polish audiences backed by a strong history of competent and trustworthy sports reporting.
Uber Advertising partners with Kenshoo Skai
Uber Advertising has partnered with Kenshoo Skai, an agentic omnichannel marketing platform.
The deal will enable brands and agencies to connect with Uber’s commerce opportunities and advertising infrastructure across the UK, France, Japan, Chile, Mexico, Canada, Taiwan, and Australia.
Matt Vignieri, chief growth officer at Kenshoo Skai said: “Uber is a great example of where the market is heading. It sits at the intersection of intent, location, commerce and real-world action, creating moments that are incredibly valuable to brands. Connecting directly to Uber Advertising gives marketers the ability to bring those moments into a much broader view of their consumers, their media, and their business.”
Manas Mittal, vice president of product management at Uber added: “This direct integration with Skai Omnichannel Platform gives brands and agencies a more seamless and holistic way to manage, optimise, and measure Uber Advertising campaigns across markets, while creating a stronger foundation for new capabilities over time.”
Leaders take
Uber offers over 208 million monthly active consumers and facilitates more than 40 million trips and orders every day, giving brands access to high-intent audiences which are close to the point of action. This integration will allow brands the opportunity to meet consumers at a critical point in the purchasing journey.
Consumers often open Uber with urgent purchasing intent, whether it’s travel, food, groceries, or essentials. This, combined with Skai’s intelligence layer will give advertisers the option to evaluate cross-channel performance.
LG Ads Solutions extends Magnite partnership
LG Ad Solutions has extended its partnership with Magnite – an independent sell-side advertising platform (SSP) – for another three years.
Magnite’s SpringServe will continue to be LG Ad Solutions exclusive connected TV (CTV) ad server, while Magnite will be the firm’s preferred programmatic partner across North America, Asia-Pacific and EMEA.
As part of the expanded relationship, LG Ad Solutions will make its home screen inventory available for agentic buying through Magnite, which will build on its existing programmatic integration.
Mike Laband, group senior vice president, revenue at Magnite, said: “Our expanded relationship with LG Ad Solutions reflects a shared desire to innovate at the speed of the market.
“By deploying our agentic technology for LG home screen inventory, we’re replacing manual execution with automated, high-precision workflows. Combined with LG Ad Solutions’ expanded use of ClearLine, we are creating simpler, more automated ways for buyers to access and activate LG inventory.”
Kelly McMahon, executive vice president, global operations at LG Ad Solutions, added: “The home screen is where the streaming experience begins and where discovery can shape what viewers choose next.
“Expanding our partnership with Magnite makes it easier for advertisers to buy the home screen through new, more automated ways of working. As buying evolves, we want to make it easier for advertisers to take advantage of everything the home screen can offer.”
Leaders take
LG Ad Solutions has been an early adopter of Magnite’s generative AI capabilities and has used its creative agent to generate home screen and video ad units. This expanded partnership between Magnite and LG Ad Solutions strengthens the pairs programmatic infrastructure, offering advertisers a more director and efficient path to buying CTV inventory.
Other notable deals:
Elsewhere, Meta has partnered with Myntra for an Instagram affiliate commerce programme. Myntra will be the first Indian e-commerce platform to partner with the tech giant, enabling creators to tag Myntra products in posts and Reels directly.
Moloco has become the first tech provider to achieve IAB Europe Retail Media Certification. The AI advertising firm reached the milestone thanks to its technology capabilities across on-site standard display and sponsored product ads across web, mobile and in-app.
Another multi-year partnership has been signed between Kambi Group and Quinnbet. Quinnbet will now migrate to Kambi’s Turnkey Sportsbook, giving them access to the trading expertise, tech, and network intelligence that power operators across regulated markets.
Premier Bet has renewed its partnership with NetRefer for its affiliate marketing platform, covering central, western, and southern Africa. The partnership will include NetRefer’s operator-focused GraphQL APIs, with direct access to datasets and flexibility in affiliate data integration.
Raketech has reached an agreement with the sellers of Casumba Media to settle its remaining earnout obligation for €8.2m. This comes in comparison to the roughly €20.3m payable under the current terms, including accrued interest.
