LONDON: Dotdigital Group plc, a leading SaaS provider of customer experience and data platforms, announced Tuesday the acquisition of U.S.-based Social Snowball Holdings, Inc., an influencer, affiliate and referral marketing platform for e-commerce brands.
The deal, worth up to $35 million, includes an initial $20 million cash payment and up to $15 million in performance-based earnouts. The acquisition strengthens Dotdigital’s foothold in the fast-growing influencer and affiliate marketing space while expanding its Shopify integration.
Social Snowball, founded in 2020 and based in Miami, Florida, helps e-commerce brands automate influencer, affiliate and referral programs. The platform has over 1,500 active customers, including G Fuel, Blume and True Classic. It reported $3 million in revenue for 2024, a 200% year-over-year increase, with run-rate revenue exceeding $5 million at the time of acquisition.
Noah Tucker, Social Snowball’s founder and CEO, will remain with the company under Dotdigital’s ownership.
“This acquisition enhances our position as a one-stop-shop for cross-channel marketing automation,” said Milan Patel, CEO of Dotdigital. “We’re excited to welcome Noah and his team as we continue to innovate in data-driven customer engagement.”
Dotdigital also provided a trading update, stating it will not renew a low-margin SMS contract worth £4.4 million ($5.6 million) annually. The move is expected to minimally impact earnings while allowing the company to focus on higher-margin SaaS growth.
The influencer marketing industry is projected to grow significantly, with over 63% of brands planning influencer partnerships in 2025, according to industry estimates. Dotdigital aims to capitalize on this trend by integrating Social Snowball’s technology into its customer experience platform.
A further trading update for the fiscal year ending June 30, 2025, will be released in late July.
