Dotdigital Acquires Social Snowball for $35M to Boost Martech Capabilities

Dotdigital Group plc, a prominent SaaS provider in the customer experience and data platform sector, has acquired Social Snowball Holdings, Inc., a U.S.-based influencer, affiliate, and referral marketing platform, for $35 million. The acquisition aims to integrate influencer marketing into Dotdigital's existing product offerings, enhancing their marketing technology landscape. This move responds to the increasing difficulty of tracking traditional paid channels and the rising costs of paid media, prompting brands to seek more cost-effective and data-driven customer acquisition strategies. By combining customer experience, data, and creator marketing, Dotdigital aims to empower brands by leveraging first-party data and diversifying their marketing mix for scalable growth. Social Snowball's platform, which includes sophisticated attribution and analytics, is expected to broaden Dotdigital's reach within the Shopify merchant ecosystem, aligning with its product-led growth strategy. The acquisition reflects a growing trend where the creator economy significantly impacts revenue rather than just brand awareness.