MiQ to Acquire Pathlabs, Expanding Programmatic Excellence to Independent Agencies

Strategic acquisition will enhance Pathlab’s services to midsize agencies through MiQ's best in class partners, technology, and people

Global programmatic media partner MiQ today announced plans to acquire Pathlabs, the Media Execution Partner (MEP) that provides end-to-end digital media execution services to independent agencies. This move marks another major milestone in MiQ's business evolution, as it continues to accelerate growth and deliver programmatic excellence across the entire digital advertising ecosystem.

Headquartered in Missoula, Montana, Pathlabs was founded in 2021. Through its innovative Media Execution Partner (MEP) model and supported by a 100-person team, Pathlabs serves as an agency extension, managing everything from planning to reporting of performance-based, paid advertising campaigns. MiQ’s acquisition of its business will unlock impactful opportunities for midsize independent agencies by blending MiQ's cutting-edge technology and agnostic partnerships with Pathlab’s deep understanding of this market. Adding to MiQ’s extensive foothold with key holding companies, the introduction of Pathlabs now provides the opportunity to deliver unmatched programmatic capabilities to clients of all sizes across the U.S.

In an increasingly complex and fragmented digital advertising landscape, the role that innovative and reliable managed services providers play has become more critical than ever. As advertisers navigate these hurdles, they require best-in-class partners who not only advise and execute tailored strategies, but who have the demonstrated ability to stay ahead of the curve with technology investments that help them reach their goals as MiQ has. By joining forces with MiQ, Pathlabs will be able tap into this wealth of expertise and technology to deliver even more advanced and effective solutions to their clients.

“With more than $25 billion in digital ad spend handled by independent agencies in the U.S. today and a meaningful portion of that outsourced to managed service providers, we see tremendous opportunity to capitalize on such a rapidly growing segment of our addressable market,” said Charlie Neer, co-CEO of MiQ, U.S. “To do this effectively, we require a partner like Pathlabs that is trustworthy, agile, and who shares in our unwavering commitment to client success.”

“Pathlabs has built an impressive business by delivering exceptional service and results for independent agencies, and we're thrilled to welcome them to the MiQ family to further this journey,” Erin Madorsky, co-CEO of MiQ, U.S. added. “By arming their experts with solutions that elevate their offerings, enhance insights, and drive even greater success for clients, we’ll open a new chapter for both of our companies and jointly help redefine what's possible in the programmatic advertising ecosystem.”

The acquisition of Pathlabs follows MiQ's previous deals including Grasp, Samba, and AirGrid and reinforces the company's commitment to making the programmatic experience better for all. For Pathlabs, the company will retain its brand identity and operate as an independent business unit under MiQ's ownership, immediately becoming “an MiQ company.”

“By combining our deep expertise in servicing independent agencies with MiQ's cutting-edge technology, global partnerships, and programmatic prowess, we're empowering our clients with advanced tools and talent that will significantly up-level the way independent agencies navigate the digital advertising ecosystem,” said William Lapointe, CEO of Pathlabs. “Together, we'll deliver insights, performance, and value that enable our clients to achieve extraordinary results.”

About MiQ

We’re MiQ, a tech-enabled programmatic media partner for marketers and agencies. We connect data from multiple sources to do interesting, exciting, business-problem-solving things for our clients. We’re experts in data science, analytics, and programmatic trading, and our team is always ready to react and solve challenges quickly, ensuring you’re always spending your media investments on the right things in the right places.

Headquartered in London, MiQ operates globally from 18 offices located across North America, Europe, and APAC. Our company has been recognized numerous times for our stellar contributions both internally and externally, including Insider’s 2023 Hottest AdTech Company list, Ad Age’s 2023 Best Places to Work Award, 2022 Inc. Power Partners list, and AdExchanger’s Programmatic Power Players list since its inception in 2020.

About Pathlabs

Pathlabs is a Media Execution Partner (MEP) that provides end-to-end digital media execution services to independent agencies. Pathlabs combines the best of both worlds between in-house teams and vendors, delivering service-based solutions and handling all the planning, execution, optimization, analytics, and reporting for agencies.

The company's primary objective is to equip agencies with the right people, workflows, and technology; by doing so, they enable agency leaders to focus on scaling the business while Pathlabs handles the intricacies of their media execution.

For additional information on Pathlabs, please visit www.pathlabs.com.

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