Data Management, Marketing Analytics, Performance & Attribution

Digital Media Solutions Acquires Digital Performance Advertising Network W4


Digital Media Solutions, LLC (DMS), an industry leader in the world of customer acquisition and retention that helps clients maximize their digital marketing to beat the competition and accelerate growth, announced that it has acquired W4 Performance Ad Market (W4). W4 helps advertisers acquire new customers while enabling digital media publishers to monetize traffic on a results-based, cost-per-action (CPA) basis. In addition to a robust technology platform created to manage, track and optimize online response-based campaigns, W4 offers one of the broadest mixes of performance-based online advertising campaigns for brands including AARP, ADT, Aetna, American Standard, Anderson Windows, Choice Home Warranty, Credit Sesame, DISH Network, Fidelity, Loan Depot, McAfee, Microsoft, Netflix, Symantec and Terminix. Acquiring W4 gains DMS newly expanded distribution across a multitude of online channels, allowing the company to control hundreds of millions in online advertising spend.

“W4 has an incredibly talented team deploying impressive, proprietary advertising technology to deliver billions of clicks and millions of consumers through an expansive network of online publishers and digital channels,” said Joe Marinucci, CEO of Digital Media Solutions. “This is a game-changer acquisition for us. DMS and W4 will now create more opportunities to drive high-volume marketing results, as part of our strategic plan to strengthen our performance advertising offerings to clients and publishers across the internet.”

W4’s Santa Monica, Calif. headquarters will continue to operate independently, with all current employees, and will create additional jobs as part of DMS, expanding both its technology and sales teams.

“This transaction confirms W4’s leadership position, and joining forces with a company like DMS provides a perfect opportunity to expand our publisher network with the full deployment of our proprietary platform,” said Jason Durant Walker, Co-Founder and CEO of W4 Performance Ad Market. “We’ve got the most experience in the business, and our technology brings everything we know to the table, benefiting all W4 advertisers and publishers, as well as all DMS business units going forward.”

According to the IAB, digital advertising spending grew 21% to $88 billion in 2017, while TV and print advertising continued to decline. DMS and W4 are now poised to take greater advantage of the growing digital advertising marketplace through the integration of core technologies and consolidation of services for advertisers across online advertising channels.

DMS continues its rapid growth trajectory and has been recognized on the Inc. 5000 list of the fastest-growing private companies in America for the past four years in a row. Since its inception, DMS has evolved into a full-service online advertising provider that combines performance marketing, digital agency services and marketing technology allowing clients to meticulously target and acquire the right customers.

About W4 Performance Ad Market

W4‘s online performance advertising network provides a results-based advertising solution to brands including Fidelity, McAfee, Aetna, ADT, Terminix, Netflix, Microsoft and AARP, as well as traffic monetization solutions for its publishing affiliates in social media, search, mobile, display and other channels. W4 was named the 9th fastest-growing private company in the Los Angeles area by Inc. magazine, 25th fastest grower in ad-tech and 152nd nationally. W4’s founders have landed internet companies on the Inc. 500 list three times before, once ranked as the 10th fastest growing company in the country.

About Digital Media Solutions

Founded by a team of lifelong athletes, Digital Media Solutions, LLC (DMS) is an industry leader in the world of customer acquisition and retention that helps clients maximize their digital marketing to beat the competition and accelerate growth. The company’s set of proprietary assets and capabilities in the world of performance marketing, digital agency services and marketing technology allows clients to meticulously target and acquire the right customers. DMS relentlessly pursues flawless execution for top brands within highly competitive industries. DMS continues to experience explosive year-over-year growth, with continuous recognition on the Inc. 5000 list in 2014, 2015, 2016 and 2017; the Tampa Bay Business Journal’s TBBJ 200 List in 2015, 2016 and 2017; the Entrepreneur magazine 360 list in 2017; and a top 10 ranking on the 2015 and 2016 Florida Fast 100 lists. Named one of America’s “Best Places to Work” in 2017 by Inc. magazine, DMS brings together some of the industry’s most knowledgeable people, efficient processes and sophisticated technology across the digital and marketing spectrum. The company continues to deliver on its strategic mission, which is backed by its board of investors including multi-billion-dollar Canadian private equity firm Clairvest Group. For more information about DMS, its consumer finance-focused division Best Rate Referrals, affiliate network W4 Performance Ad Market, education-branded platforms including,, or the performance marketing technology Sparkroom, visit

© 2018 Digital Media Solutions, LLC. All Rights Reserved. Digital Media Solutions and its logos are trademarks or registered trademarks of Digital Media Solutions, LLC. All other company and product names referenced herein are the property of their respective owners.

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