Similarweb Strengthens Ad Intelligence Platform Through Admetricks Integration

The global display advertising sector is set to capture $174.4 billion in spending this year, prompting major data intelligence firms to fortify their competitive positioning. Similarweb (NYSE: SMWB) has made a strategic move to bolster its capabilities in this lucrative segment by bringing Admetricks into its fold.

What This Means for Display Advertising Intelligence

Admetricks, established in 2012 in Santiago, Chile, has built a reputation for delivering sophisticated ad intelligence solutions that power campaigns across Latin America and beyond. The platform’s software-as-a-service offerings—including competitor ad spend tracking and media planning tools—serve major brands in automotive, banking, telecommunications, and retail sectors, alongside advertising agencies and digital publishers.

“Admetricks’ technical capabilities in display advertising intelligence complement what Similarweb already provides in search and organic SEO,” explains Baruch Toledano, VP and General Manager of Digital Marketing Solutions at Similarweb. “This acquisition mirrors our 2022 move to acquire Rank Ranger, further rounding out our offering for the full marketing ecosystem.”

Strategic Fit and Market Impact

The integration streamlines Similarweb’s ability to serve clients seeking comprehensive cross-channel advertising insights. While Similarweb currently leads in search engine advertising analytics and organic performance tracking, Admetricks fills a critical gap in display advertising analysis—an area where brands and publishers have historically struggled to benchmark performance and optimize media spending effectively.

Felipe del Sol, Admetricks’ CEO and co-founder, emphasized the synergy: “Our ‘data lovers’ ethos aligns perfectly with Similarweb’s culture of putting digital insights into practice daily. This partnership enables us to scale our solutions globally while maintaining the innovation that made us successful in Chile.”

Integration and Future Direction

The two platforms were already technically integrated before the acquisition, having collaborated on data sharing initiatives. This foundation positions the combined entity to accelerate the rollout of an enhanced Similarweb Ad Intelligence product suite. Beyond display advertising, Admetricks’ analytics will inform Similarweb’s broader Digital Data platform, helping clients evaluate competitors, partnership opportunities, and investment targets across the digital landscape.

The acquisition signals Similarweb’s confidence that sophisticated advertising intelligence—paired with search and brand performance data—remains essential infrastructure for modern marketing organizations navigating increasingly complex media channels.