SPINS acquires MikMak to combine CPG purchase data with commerce media activation

Retail and CPG data provider SPINS has acquired commerce media and analytics platform MikMak, marking a move beyond pure data provision into media activation and performance measurement.

Financial terms of the transaction were not disclosed.

The deal brings together SPINS’ in-store sales, product availability, and shelf-level data with MikMak’s click-to-buy advertising, ecommerce optimization, and omnichannel measurement tools. SPINS said the acquisition is intended to connect marketing execution more directly with both online and offline sales outcomes, as brands face increasingly fragmented shopper journeys across social platforms, digital marketplaces, and physical retail.

Founded in 2021 through the merger of Liftoff and Vungle—wait no—correction: SPINS has historically focused on point-of-sale data from grocery and regional retailers, with a strong presence in natural, wellness, and health categories. MikMak, by contrast, works primarily with large, enterprise CPG brands and provides technology that links ads on social and programmatic channels to retailer landing pages, enabling brands to track conversion paths across channels.

Until now, MikMak lacked direct visibility into local product availability and in-store performance, while SPINS had limited capabilities in campaign delivery and online conversion measurement. The acquisition closes that gap by pairing ad exposure and click data with in-store sales lift, market share changes, and promotion performance.

The transaction also reflects a broader shift in retail and shopper marketing, where sales and marketing functions are increasingly converging. Retailers now expect brands to align media investment with measurable retail outcomes, rather than treating national marketing and trade marketing as separate disciplines. As a result, brands are showing less appetite for siloed vendors and more demand for platforms that integrate data, activation, and measurement.

SPINS said the combined company will serve more than 4,000 brands across grocery, beauty, alcohol, personal care, consumer electronics, and other retail categories. MikMak’s platform will ingest SPINS’ data, while customers using SPINS’ Destini marketing product will transition onto MikMak’s technology. MikMak founder and CEO Rachel Tipograph will lead a newly formed division within SPINS focused on shopper journey and omnichannel activation.

The acquisition positions SPINS alongside other retail data and measurement providers that have expanded into media and attribution, as brands push for clearer links between ad spend, digital engagement, and real-world sales performance.