Digidip and Yieldkit go their separate ways

The advertisers are now both owned by the Hamburg-based investment group Waterland Private Equity. Together, they are already the market leader in Europe. Now they want to become the global number one.

The start-up Digidip, founded in 2013, is being bought by Waterland Privat Equity. This means that the investment group now owns the two leading European providers of commerce content and affiliate marketing. Digidip is a network for content and performance analysis, offers among other things affiliate marketing, a type of distribution through which merchants can earn commissions as soon as customers purchase through a link. More than 40,000 merchants in 40 countries use the software.

Yieldkit was founded in Hamburg in 2009. Together, the companies are considered the European market leader and are among the top three in the US. Together, the two advertisers generated 2.4 billion euros in global e-commerce revenue for advertisers last year. "Combining our areas of expertise is a real milestone for us and also pays towards our goal of becoming the global number one for commerce content, which is becoming increasingly important for publishers," says Daniel Neuhaus, CEO of Yieldkit and YK Group.

For Waterland, the purchase is expected to be financially rewarding if the two advertisers were to become the global number one. "The partnership with Digidip marks the first, important milestone in our joint buy-&-build strategy," says Carsten Rahlfs, managing partner at Waterland. The investment group currently manages eight billion euros in equity.