If Podean had a loyalty card for acquiring independent agencies, the global marketplace growth partner would surely have claimed a free coffee by now.
Podean continues its aggressive shopping spree, snapping up international retail media shop Amerge. The deal unites two highly awarded independent Amazon partners in the ecosystem and creates a serious heavyweight in the retail media space.
This strategic move marks the third acquisition for Podean in just six months. The combined group now boasts a footprint across 20 countries and five continents. The newly integrated entity drove more than $4 billion in client sales in 2025. And the agency now manages over $500 million in retail media and marketplace spend.
Tech meets global scale
The deal significantly bolsters Podean’s European capabilities. Amerge brings advanced streaming and analytics technology to the table.
This provides crucial expertise for non-endemic brands navigating a cluttered digital landscape.
By fusing Amerge’s proprietary tools with the Purvey.AI platform, the group aims to create an “unfair advantage” for its roster of over 450 global brands. These clients include major players like e.l.f. Cosmetics, Mattel, Adobe, and Danone.
The merger also strengthens Podean’s vertical offering. The agency already dominates the beauty, consumer packaged goods, apparel, and toys sectors.
Now, it adds deeper expertise in technology, electronics, and consumer goods.
Founder and CEO of Podean, Travis Johnson, confirmed the rapid growth trajectory of the agency. “Amerge is our third acquisition in six months, but it won’t be our last,” Johnson said.
“Our strategy relies heavily on the services and geographies our clients need to drive growth. As an integrated leadership team, we fundamentally believe in the importance of independence and a clear focus on marketplace and retail media networks.”
Leadership reshuffle for the new era
The acquisition sees key personnel taking on new roles across the expanded business.
Co-founder of Amerge, John Doyle, steps into the role of international CEO of Podean. He highlighted the speed and flexibility the new structure offers. “The combination of our global workforce and AI-driven technology reinforces the speed we bring to clients,” Doyle said.
“Our footprint across all time zones ensures clients receive industry-leading output, wherever they are and whenever they need it.”
Co-founder of Amerge, Will Fisher, takes on the role of chief commercial officer. He noted that cultural fit drove the deal massively. “Having a strategic and cultural fit with Podean was always integral,” Fisher said. “Our ex-Amazonian background and expertise, paired with their depth in retail media, global scale and strategy, will be very powerful for our clients.”
Vitaly Dmitriev, the third co-founder of Amerge, is their Chief Technology Officer.
Founder and chief engagement officer at Podean Mark Power welcomed the new executives to the fold. “The acquisition of Amerge reinforces our global dominance in marketplace marketing,” Power said. “I am thrilled to welcome John, Will, and Vitaly to our leadership team.”
Mountaingate Capital, the private equity partner of Podean, facilitated the deal. The private equity firm previously backed the acquisitions of Commerce Canal and Ad Advance.
Feature image – Travis Johnson, Founder and CEO, Podean