This week’s round-up of the latest mergers and acquisitions, partnerships, and account moves includes Google, Marvell, Gemini, Chief Media, and Criteo.
Deal Desk rounds-up the latest moves across the global affiliate and digital marketing industry and why it matters.
This week, Google’s deal with Marvell shows billion dollar potential; Chief Media acquires AMZ Advisers and Reach Social; Criteo expands ChatGPT Ads integration; and STV makes advertising more accessible for Scottish businesses.
Google’s deal with Marvell has billion dollar potential
Alphabet’s Google has entered a deal with Marvell Technology which could generate billions of dollars in revenue – although Nvidia boss Jensen Huang’s trillion dollar prediction is still a far away goal.
The deal is expected to see Marvell supply technology to enhance Google’s in-house AI semi-conductors across networking, memory, and more.
It also includes a provision in which Marvell stock will be diluted to allow Google to buy nearly 59 million shares – equating to roughly $12.2bn if fully exercised.
Marvell shares dropped around 3% on Monday after a 5.5% decline on Friday in response to the deal. Investors are trimming their exposure in response to dilution concerns. The dilution will depend on a few conditions, including Google’s purchase of $120bn of custom products by the fiscal end of 2033.
Leaders take
Nvidia has invested around $2bn in Marvell, and Jensen Huang’s confidence will hold a lot of weight in the industry – but the Google deal will require rapid and sustained growth through to 2033. The deal would require a significant jump in performance to unseat its rival Broadcom – a company Google already has a relationship with.
But why does all this matter for marketers? The deal with Marvell matters because this is the infrastructure that powers Google’s suite of advertising tools. If the infrastructure is solid, reliable, especially during peak times, it ensure campaigns run efficiently and potentially even lower costs.
Criteo expands ChatGPT ads integration
Criteo is expanding its ChatGPT ads integration and advertising services across 31 European markets.
This is part of Criteo’s efforts to build its partnership with OpenAI as ChatGPT’s first adtech partner.
Marc Fischli, executive managing director of international markets at Criteo, said: “With ChatGPT ads now broadly available in Europe, brands can start exploring a new environment for product discovery through the Criteo platform they already know.
“It opens up a compelling opportunity to reach consumers at moments of genuine intent, while using Criteo’s commerce expertise in addition to our cross-channel capabilities that help us to understand what works and to scale with confidence.”
The new supported markets will include; Austria, Belgium, Bulgaria, Croatia, Cyprus, Czechia, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, the Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, Sweden, Iceland, Liechtenstein, Norway, and Switzerland.
Leaders take
Criteo claims that over 2,000 advertisers are already using its ChatGPT integration, and conversion rates are outperforming other referral channels, with rates of two to three times higher than comparable formats in other environments.
Given that this closely follows ChatGPT’s launch of ads to users in the European Economic Area, which was rolled out earlier this month, this expansion seems like a natural step for the adtech.
Google announces football and Formula E partnerships
Google has introduced a new partnership between its brands Pixel and Gemini and football clubs Liverpool, Arsenal, FC Barcelona, FC Bayern Munich, and Paris Saint-Germain.
This is a continuation of Pixel’s three year partnership with Arsenal and Liverpool as official smartphone partner.
Going forward, Gemini will join as the official AI Assistant partner for both the women’s and men’s teams.
Google has also entered a multi-year partnership with Formula E to integrate Gemini and Vertex AI across race operations, driver coaching tools, and, ironically, sustainability logistics.
Leaders take
Google is certainly sending out a message by signing five of Europe’s biggest football clubs all at once. The tech giant is looking to place itself in the sporting landscape by providing insights, content, and infrastructure through both Gemini and Pixel.
Meanwhile, the Formula E partnership will leverage Gemini’s data analytics to optimise fan engagement, personalise global marketing campaigns, and integrate AI insights into live broadcasts, offering marketers a more detailed look into the reception of the sport, race, and associated campaigns.
Technology in sport (football in particular) is divisive, with many fans – especially after some high-profile controversial VAR decisions – have garnered criticism for the tools. In most sports, there are few calls for more tech tools to be introduced – so Google’s new sporting partnerships may not be as welcome as it might like.
Other notable deals
Liverpool FC owner Fenway Sports Group is in the final stages of selling a significant minority stake to business investors, including Jeff Bezos. Roughly a third of the Premier League club is set to be purchased by a consortium led by Amit Bhatia, the son-in-law of steel tycoon and billionaire Lakshmi Mittal.
Independent agency Chief Media has acquired Amazon focused consultancy firm, AMZ Advisers, as well as social media agency, Reach Social. The acquisitions will look to give Chief Media a better e-commerce foothold.
JACK.com, global crypto casino and sportsbook firm has signed a new partnership with N3on, a creator and live streaming platform. The deal will see N3on create exclusive livestreams, fan activations, original content, and digital campaigns for JACK.com audiences.
A new STV campaign will look to help brands in the north of Scotland use targeted multi-platform marketing to grow their business. Packages will include a mix of STV, streamer STV Player, and new commercial radio station, STV Radio.
