Chief Media has acquired ecommerce consultancy AMZ Advisers and its stake in Reach Social, expanding the New York-based performance media agency’s capabilities across Amazon, TikTok Shop and international ecommerce markets.
Financial terms were not disclosed. Chief Media said both AMZ Advisers and Reach Social will retain their existing brands, with all employees joining the company.
The acquisitions extend Chief Media’s existing media planning, buying, attribution and data science operations deeper into marketplace and social commerce. The company plans to integrate the acquired capabilities with its Continuum platform, which provides clients with cross-channel campaign execution, measurement and optimization.
AMZ Advisers specializes in helping brands establish and grow Amazon businesses, including advertising, inventory management, logistics and international expansion. An Amazon Ads Advanced Partner, the company said it has worked with more than 500 clients that have generated more than $1 billion in Amazon revenue.
The addition also gives Chief Media greater capacity to support brands entering Amazon marketplaces outside the U.S., including storefront setup, fulfillment and shipping.
Reach Social adds a different part of the commerce funnel. The agency manages creator-led programs on platforms including TikTok Shop, covering affiliate partnerships, short-form content and livestream commerce. Chief Media plans to make creator-generated material from those programs available for broader performance campaigns, including social media and connected television.
“Being on Amazon or TikTok Shop is no longer the strategy. It’s the starting point,” Chief Media CEO Scott Paternoster said. He said integrating the businesses would give clients a stronger connection between marketplace activity, paid media and measurable sales growth.
The transactions come as agencies and brands increasingly look to connect advertising, product discovery and purchases within the same measurement framework. Chief Media said the expanded operation will allow clients to track performance from media exposure through ecommerce transactions while determining where to allocate spending across channels.
Chief Media has provided direct-response and performance marketing services since 2001. The company works across digital, television, mobile, ecommerce and retail channels.
