Coupons.com has been around for over a decade and a and half, since 1998 to be exact. It came well before many coupon competitors. RetailMeNot, heck BugMeNot, wasn't even a thought at the time. But as far as online couponing goes, it is still rather new. It's core focus to date has been on manufacturer coupons, mainly that you can print and use in-store. However, over the past couple years it's been building more towards online coupons. Today it announced the acquisition of a company holding a coupon and deal site.
Eckim is an award-winning performance marketing company, recognized for its ability to create strong partnerships and deliver data-driven results. Eckim partners with thousands of retailers globally by helping them capture consumers through its promotional website, DefinitiveDeals.com. Eckim’s work has been recognized by leading performance marketing organizations including Commission Junction, Linkshare, and the Performance Marketing Association. Founded in 2012, Eckim is headquartered in Marina del Rey, California.
Vista Point Advisors was involved with the transaction, and has previously been involved in the Austin Ventures acquisition of RetailMeNot, as well as Ziff Davis acquisition of Tech Bargains.
The aquistion wasn't for the site's organic search rankings, which they seem to have very little of. However, they do push a lot through paid ads (aka SEM). The summary on Vista Point Advisors also specifically states this.
"Coupons.com acquires Eckim to bolster SEM capabilities"
Seems like aside from the SEM tech, perhaps also to push more volume and revenue. On the Earnings Call Transcript yesterday Mir Aamir stated about Eckim:
"we expect the Eckim acquisition to be revenue and profit accretive"
This is an interesting acquisition for sure.
WhaleShark Media (nka RetailMeNot) made similiar moves over the prior years picking up several smaller coupon and deal sites for various reasons.