Yext to buy Flamel.ai, adding local paid media to its marketing platform

What's the deal? Yext has signed a definitive agreement to acquire Flamel.aiDealroom has a profile for this one. Try Dealroom →, a platform that helps multi-location brands run localized paid campaigns across Google, Meta, and ChatGPT. The deal value was undisclosed. Yext, listed on the NYSE, announced the acquisition at its Envision customer conference on September 30.

Why now? The acquisition brings paid media into Yext's platform, joining search, listings, reviews, webpages, and social. Yext expects the deal to close in the fourth quarter of its 2027 fiscal year, ending January 31, 2027, and plans to fund it with cash on hand.

What's the endgame? Yext wants to let brands direct ad spend based on how each location performs in organic and AI search. Its Scout tool measures how brands rank against local competitors; once the deal closes, Yext plans to feed that data into Flamel.ai's models, which set targeting, budget, and creative per location.

Flamel.ai was built for brands with hundreds or thousands of locations. Teams set campaigns and guidelines once, and the platform adapts each to local markets with brand control and location-level reporting.

What they said: "Every marketer knows the frustration of paying for a click they would have earned anyway," said Michael Walrath, chairman and chief executive officer of Yext. Founder and chief executive officer of Flamel.ai, Paul Ehlinger, said Yext's data "is exactly what our models need to make sharper decisions for brands."

The signal: The deal reflects a push to unify organic and paid visibility for multi-location brands under one agentic platform, as marketers look to spend where it changes outcomes rather than where they already lead.

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Image credit: Generated with Gemini