ONAR buys Advertise Purple for up to $28M, lifting revenue sevenfold
What's the deal? ONAR Holding CorporationDealroom has a profile for this one. Try Dealroom → has acquired affiliate marketing agency Advertise PurpleDealroom has a profile for this one. Try Dealroom → in a transaction worth up to $27.825 million, its largest deal to date. The purchase dramatically expands the scale of the artificial intelligence-powered marketing company.
What does Advertise Purple do? It runs affiliate and partnership marketing programs for more than 400 active brands across e-commerce, consumer products, software, and services. No single customer accounts for more than roughly 5% of revenue, limiting client concentration risk.
By the numbers: Advertise Purple generated about $17.1 million of net revenue, $4.4 million of net income, and $6.6 million of adjusted EBITDA in fiscal 2025. That makes it substantially larger and more profitable than ONARDealroom has a profile for this one. Try Dealroom →'s standalone business.
On a pro forma basis, the combined company posted roughly $23.5 million of fiscal 2025 revenue — about seven times ONAR's standalone figure. Advertise Purple immediately becomes a major contributor to the group's financial profile.
How it's funded: ONAR tapped a $15 million financing announced just before completing the deal. That could convert into preferred equity at a $25 million pre-money valuation if ONAR completes a planned Nasdaq listing, while a senior secured facility of up to $5 million lifts total capacity to $20 million.
What's the endgame? ONAR also gains Bloom, an affiliate marketing data platform holding more than 111 million performance records. Management plans to integrate it with its Retina AI customer intelligence technology and Cortex sales attribution platform.
What could go wrong? ONAR cautioned that Advertise Purple's historical figures are unaudited and that the pro forma revenue calculation is illustrative, not guidance. Purchase accounting, interest expense, and integration costs can reshape consolidated results.
The signal: The deal marks a bet that acquiring an established, profitable agency — rather than building from scratch — is the fastest route to scale for an AI marketing platform chasing a public listing.
Read more: business-news-today.com
Image credit: Generated with Gemini
