HEUKING advises Funnel AB on the acquisition of AdTriba

Stockholm/Hamburg — The Swedish soft­ware company Funnel AB has acqui­red the German AdTriba GmbH, a provi­der of marke­ting attri­bu­tion solutions.
A team led by Hamburg HEUKING part­ner Dr. Jörg Schewe advi­sed Funnel AB compre­hen­si­vely on all legal and tax aspects of the transaction.
The take­over is a further deve­lo­p­ment of the coope­ra­tion between the two compa­nies, which has alre­ady exis­ted for seve­ral years.
The acqui­si­tion of AdTriba streng­thens Funnel’s posi­tion as a leading provi­der of marke­ting intel­li­gence soft­ware in Europe.
Funnel provi­des a plat­form that makes it possi­ble to coll­ect, harmo­nize and visua­lize data from various marke­ting sources.
AdTriba offers a solu­tion to measure and opti­mize the contri­bu­tion of each marke­ting chan­nel to busi­ness success.
By inte­gra­ting AdTriba into the Funnel plat­form, Funnel’s custo­mers can now also analyze and improve the effec­ti­ve­ness of their marke­ting campaigns across diffe­rent channels.
Funnel AB is an inter­na­tio­nal soft­ware company head­quar­te­red in Stock­holm that has specia­li­zed in provi­ding clear dash­boards to help compa­nies coll­ect, report and export infor­ma­tion since its foun­da­tion in 2014.
With more than 2,000 custo­mers in over 60 count­ries, inclu­ding well-known brands such as Adidas, Sony, Uber, Triv­ago and Home Depot, Funnel AB employs around 350 people at loca­ti­ons in Stock­holm, Dublin, London and Boston.
Funnel AB has so far recei­ved more than 100 million US dollars in finan­cing from seve­ral well-known inves­tors over seve­ral finan­cing rounds.
AdTriba GmbH is a German soft­ware company based in Hamburg that was foun­ded in 2015.
With around 20 employees, it offers a marke­ting attri­bu­tion solu­tion that makes it possi­ble to measure and opti­mize the influence of each indi­vi­dual marke­ting chan­nel on the custo­mer jour­ney and to deter­mine the ROI of campaigns.
AdTriba GmbH has more than 30 clients in Germany, Austria and Switz­er­land, inclu­ding well-known brands such as Flix­bus, Deuba, Axel Sprin­ger Verlag, Douglas, Free­now and Montblanc.
Advi­sors Funnel AB / Funnel Holding AB: HEUKING Dr. Jörg Schewe (lead, M&A/Corporate), Dr. Henrik Lay (Tax), both Hamburg, Dr. Lutz Keppe­ler (IT/GDPR), Colo­gne, Caro­line Frohn­wie­ser (M&A/Corporate), Simon Pommer, LL.M. (Tax), Dr. Julia Fied­ler, LL.B., Theresa Arndt, LL.M. (both Labor Law, Employ­ment), Larissa Krebs (Corpo­rate, Finance), all Hamburg, Dr. Ruben Schnei­der (IT/GDPR), Cologne
Further advi­sors Funnel AB / Funnel Holding: Advo­kat­fir­man Vinge KB (Stock­holm) Matthias Pannier, Johan Winner­blad Filip Magnus­son, Adrian Filipovic