One of my favorite affiliate networks in the world has changed hands again.
Today, it has been reported that “Digital Window, the holding company for UK affiliate network Affiliate Window, has acquired the Buy.at” and “this acquisition makes the two companies the largest affiliate network in the U.K.” [source | bold font mine], giving Affiliate Window additional U.S. and Scandinavian presence as well.
To me it’s a very surprising move by AOL, but, of course, much depends on both AOL’s current situation, and the exact amount of the deal (which remains undisclosed).
Buy.at — which “has annual sales of more than 40 million euros and about 70 employees” [source] — is a strong UK affiliate network (servicing nearly every major highstreet brand in the UK). In the USA Buy.at-based affiliate programs include such brands as Calvin Klein, Fathead, Ghirardelli, New York Times Store, Speedo, Swarovski, TicketMaster, and other famous brands [more here].
The CEO of Digital Window, Kevin Brown, has already christened this acquisition “a milestone” for the industry. He said:
“This transaction forms a group that offers the best and most comprehensive affiliate marketing services in the UK. Combining the two most forward thinking networks allows us to develop market defining technology. With innovations like ShopWindow, Offer Central, Darwin and EventEngine combined under one network, our partners receive a distinct technology advantage that we will continue to evolve over time.” [source]
18 staff members in Buy.at’s London-based office will start their move to Digital Window’s London office tomorrow, 42 Newcastle-based staff members “will stay in place” [source], while the destiny of the Baltimore-based US employees of buy.at is yet to be known.