Sell-Side | Digital Services: ARTHOS advises Trakken on its sale to Omnicom Media Group

Strengthening Trakken’s competitive position and growth in digital analytics
The owners of Trakken Web Services, one of the leading specialists in digital analytics and conversion optimization in the German-speaking region, have commissioned ARTHOS to find an internationally oriented strategic partner to strengthen the company’s competitive position and drive further growth.

ARTHOS berät Trakken beim Verkauf an die Omnicom Media Group

Exclusive Financial Advisor
in the Sell-Side M&A Process

ARTHOS served as the exclusive financial advisor to the owners of Trakken throughout the entire sell-side M&A process. This included:

  • Overall project coordination
  • Identification and approach of suitable national and international strategic partners
  • Preparation and coordination of the due diligence process
  • Negotiation all financial terms of the letters of intent (LOIs) and the purchase agreement
Arne Toedt Contact Image

Arne Tödt

Managing Partner ARTHOS
Expert in Digital Services & Software

arne.toedt@arthos.de Linkedin

The Transaction: Trakken has been Acquired by Omnicom Media Group

Omnicom Media Group (“OMG”), the leading media services division of Omnicom Group, has acquired Trakken Web Services GmbH in Hamburg, Germany (“Trakken”). Trakken is one of the leading digital analytics and conversion optimization specialists in the German speaking region.

With OMG the founders of Trakken have found an ideal strategic partner for the future growth of their business. Having founded the business in 2008, the founders have managed to build-up a market leading position in the special area of digital analytics and conversion optimization with many large premium brands as clients. Trakken is one of the top Google Analytics Premium Reseller in Europe and has in recent years further strengthened its market reputation by hosting the “Analytics Summit” in Hamburg. The founders have invested in their proprietary digital analytics intelligence platform called “TrakkBoard” which has been a key part of the transaction.

As a result of the acquisition, OMG will now be able to offer its clients the best in class digital analytics intelligence services, which is a high growth segment within digital marketing. On the other hand, OMG enables Trakken to offer its clients a broader digital service range in particular in real time and digital media.

Our Client: Trakken, Hamburg, Germany

Trakken Web Services is one of the leading digital analytics and conversion optimization companies in the German speaking region. The company has a team of more than 50 consultants, developer and designer. Trakken is based in Hamburg.

Strategic Partner: Omnicom Media Group, Düsseldorf, Germany

Omnicom Media Group is the media services division of Omnicom Group Inc. (NYSE: OMC), the leading global advertising, marketing and corporate communications company, providing services to over 5,000 clients in more than 100 countries. Omnicom Media Group includes the full-service media networks OMD Worldwide and PHD Network, leading global data and analytics company, Annalect, as well as several media specialist companies including search specialist Resolution, digital trading platform Accuen, Novus, Optimum Sports/Fuse, Outdoor Media Group, Content Collective, and direct response agency Pathway.

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