Consolidation Continues In Performance Marketing Space As Ebates Gobbles Up FatWallet

All industries go though a period of growth and consolidation.  It looks like consolidation is going to be the name of the game for performance marketing companies.  Just today, Ebates announced that they have acquired FatWallet and to form a new consolidated company called Performance Marketing Brands, Inc. (PMB).  The new company expects to be an Internet Retailer Top 500 e-Retailer in 201 with shoppers expected to spend over $1.1 billion through PMB’s sites.

Ebates’ creation of Performance Marketing Brands and acquisition of FatWallet and AnyCoupons has been funded by August Capital, Cannan Partners, Foundation Capital and Silicon Valley Bank. The terms of the acquisitions were not disclosed.

“The online reward and discount shopping space is growing rapidly and we felt the time is right to establish a clear leadership position by combining the best companies under Performance Marketing Brands”, said David Hornik of August Capital. “We are happy to support this new combination and look forward to driving new levels of growth and innovation in the industry.”

This isn’t the first major acquisition we have seen in our industry.  Just last December, WhaleShark Media, Inc announced the acquisition of, the most visited online coupon site in the world.  The WhaleShark Media portfolio of coupon and deal websites also includes,,, and   WhaleShark Media is also funded by Venture Capital, with funding from Austin Ventures, Norwest Venture Partners (NVP) and Adams Street Partners.

While both of these companies appear structured and poised to roll up other deal and loyalty based sites.  I wouldn’t be surprised to see similar deals and transactions in the other major performance marketing verticals as more Venture Capital and Private Equity firms start poking around and understanding the true profitability and value of the major industry players.

Stay Tuned…

About Adam Viener

Adam Viener is the Chairman & Founder of imwave, inc, a leading performance search engine marketing agency. Imwave focuses primarily on building and launching effective pay-per-click search engine keyword marketing campaigns for companies paying commissions on sales and leads generated. In 2009, 2010, 2011, & 2012 Imwave was recognized as one of the fastest growing privately held companies by Inc. Magazine. Imwave recently announced they had served over 5 Billion ads for their clients!

Adam is also the founder of Yazing, a new site that not only pays you cash back on the things you buy online, but also lets you earn cash rewards recommending the top brands on the internet. Yazing gives you instant access to top commission rates from the leading online brands without having to join each affiliate network or program directly.

Adam, a serial internet entrepreneur, founded one of the first commercial internet service providers (ISPs) in 1993. He has a deep understanding of internet technologies and profitable internet marketing tactics.

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Twitter: adamviener

3 Responses to Consolidation Continues In Performance Marketing Space As Ebates Gobbles Up FatWallet

  1. […] buys one of the companies you trust most? That scenario happened for me today as news came Ebates bought FatWallet. For affiliate industry advocates this news is simply worse than a kick in the gut. For […]

  2. […] Consolidation Continues In Performance Marketing Space As .Sep 9, 2011 Consolidation Continues In Performance Marketing Space As Ebates Gobbles Up FatWallet. Sep 9 […]