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ONAR's Advertise Purple deal hands it retail-media infrastructure and **111M**-profile data before next PE wave.
$17.1 million
in annual revenue and
$4.4 million
in net income to the holding company's consolidated results
111 million
consumer profiles—under the same roof as ONAR's existing digital-media…
$6.6 million
in adjusted EBITDA during fiscal year 2025
ONAR Holdings completed its acquisition of Advertise Purple, a performance-marketing agency specializing in Amazon and omnichannel retail, adding $17.1 million in annual revenue and $4.4 million in net income to the holding company's consolidated results. The deal closes ONAR's largest transaction to date and brings Bloom—Advertise Purple's proprietary data and analytics platform tracking 111 million consumer profiles—under the same roof as ONAR's existing digital-media properties.
Advertise Purple generated approximately $6.6 million in adjusted EBITDA during fiscal year 2025, operating at margins that place it in the upper quartile for performance-marketing shops serving consumer-goods brands on Amazon. The combined entity now reports pro forma revenue reflecting a baseline 30% larger than ONAR's standalone figure prior to the transaction. ONAR has not disclosed the purchase price, but the revenue and EBITDA contribution suggest a multiple consistent with recent performance-agency transactions in the 3.5x to 4.5x EBITDA range.
The acquisition matters because it hands ONAR a seat at the table where luxury and premium consumer brands are redirecting ad spend from search and social into retail-media networks. Amazon's advertising business crossed $50 billion in annual revenue in 2024, and Walmart, Target, and Instacart are each building comparable ad platforms. Brands that once bought display and video are now buying product-detail-page placements, sponsored listings, and first-party audience segments sold directly by retailers. Advertise Purple's client roster and Bloom's consumer-profile data position ONAR to service that shift without relying on third-party data providers whose economics compress with each platform update.
Bloom's 111 million profiles represent the more durable asset. The platform aggregates purchase behavior, search intent, and product-affinity signals across retail touchpoints, then surfaces bidding and creative recommendations for brands managing six- and seven-figure monthly Amazon budgets. ONAR can now cross-sell Bloom's insights to its existing agency clients, many of whom operate performance campaigns on Meta, Google, and programmatic exchanges but lack comparable instrumentation on retail platforms. The data advantage also creates a wedge for ONAR to pitch consolidated reporting to multi-channel brands tired of stitching together attribution from four analytics dashboards.
Operators and allocators should watch ONAR's next two quarterly earnings calls for disclosure on client retention and Bloom platform adoption rates among legacy ONAR accounts. If the company reports material cross-sell traction by mid-2025, expect follow-on acquisitions targeting agencies with proprietary retail-media or commerce-enablement tech. Conversely, any client-concentration risk tied to Amazon's policy changes—particularly around data access or attribution windows—will surface in EBITDA margin compression during the back half of the year.
ONAR now operates with a revenue base large enough to justify a credit facility or strategic-equity raise, assuming management intends to continue rolling up performance shops before private-equity buyers re-enter the market at scale.
The branded-identity layer Chiefs of Staff and heritage CMOs route through — your name imprinted on real authorized stock, your pick of 200+ brands and 70,000 products, shipped from one accountable house. Nine editorial desks publish the intelligence those operators read before they sign.
200+authorized brands
70,000products · virtual proof on each
9 deskspublishing daily
1997one house, since
70,000 SKUs · virtual proof in 60 seconds · no platform fee · blind-shipped · ASI #217876
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