360Insights Strengthens Co-op Advertising Platform Capabilities
360insights, a global leader in channel management software and pioneer in channel incentives, promotional analytics and channel insights, announced today the acquisition of Through-Channel, a market leading co-op advertising platform. This acquisition strengthens the existing co-op funds management capabilities of 360’s Channel Success Platform and positions the company as the world leader in channel incentives and channel insights solutions.
Headquartered in Farmington Hills, Michigan, Through-Channel offers a fresh approach to co-op funds management. The company’s co-op advertising platform puts brands in control of its feature rich system with an extensive admin interface controlling everything from fund and activity set-up, through program rules, organization and channel hierarchies, and approval workflows. Brands no longer need to go to the vendor for every program change creating more co-op ad program agility.
The acquisition of Through-Channel also brings additional depth of co-op funds experience to 360insights’ professional services and product management teams. 360insights will be consolidating its co-op claims processing operations in Through-Channel’s Farmington Hills office under the leadership of Ram Rajagopalan, the former President of Through-Channel.
“In our early discussions, we quickly realized these two companies had a shared vision,” said Jason Atkins, CEO of 360insights. ”That vision is to provide our clients with a single, powerful platform from which they can manage and measure their entire promotional spend: sales incentives, consumer rebates, volume rebates, instant rebates, sell-through allowances, co-op and MDF, all executed and measured by a single lever.”
“We weren’t looking to be acquired, but 360insights offered so many synergies the opportunity was difficult to ignore,” said Giri Gondi, CEO of Through-Channel. “We have a shared vision of assisting brands with channel incentives to drive more revenue. Both companies also believe strongly in using the data being produced from these activities to optimize the brand’s channel management efforts.”
The new 360insights Co-op Advertising Platform – based on Through-Channel’s technology – targets Fortune 500 brands providing channel partners market development funds to increase revenue generation. With the product’s self-service interface, administrators can quickly create and manage highly complex co-op programs.
360insights acquired Through-Channel for an undisclosed price.