The acquisition will unite the ad tech platform with Vendasta’s martech platform and marketplace of products.

Allison Francis

January 12, 2022

2 Min Read
Software box globe

Vendasta is buying MatchCraft, the software company, from Advance Local. MatchCraft specializes in search, display, and social media advertising solutions. These are aimed at digital marketing agencies and resellers who serve SMBs at scale.

The acquisition brings MatchCraft’s technology – including its flagship AdVantage platform – together with Vendasta’s end-to-end platform. This will extend new offerings to each company’s customers. As a result, partners will be able to manage thousands of clients’ search engine marketing, display, and social advertising campaigns. This is while utilizing Vendasta’s platform tools built to market, sell, bill, fulfill and deliver critical solutions to SMB clients.


Vendasta’s Brendan King

“MatchCraft and Vendasta have been longtime friends, and we’re fortunate to have them join the Vendasta team,” said Vendasta CEO Brendan King. “This partnership will bring MatchCraft’s enterprise-level technology to all our channel partners, allowing them to have a superior technology stack only large companies could previously afford. We know MatchCraft exceeds expectations because we hear it from many of their partners—who happen to be our partners, too.”

Keep up with the latest channel-impacting mergers and acquisitions in our M&A roundup. Then check out what we thought were the biggest mergers and acquisitions of 2021!

“Having worked closely with Vendasta for many years it is evident that their drive to enable local businesses to succeed closely aligns with MatchCraft’s own values and mission,” said MatchCraft CEO Sandy Lohr. “We have found an excellent new home in Vendasta, one that will allow us to continue our focus on innovation, integrity in the marketplace, and solutions that foster growth.”

Moving Forward

Founded in 1998, MatchCraft provides technology to partners headquartered in 22 countries. 

MatchCraft will continue serving its existing and future partners as it does today. The company expects valuable integration and connectivity opportunities in 2022.

The deal marks an acceleration of both companies’ strategic growth plans. Aimed at enhancing and expanding technology offerings, partners and their SMB clients around the world will benefit. The addition of advertising technology to Saskatchewan-based Vendasta’s portfolio of offerings allows channel partners to use one unified system to help their SMB clients build customer interest, awareness and connections.

Vendasta also acquired CalendarHero last month. This partnership expanded the company’s owned and operated solutions to include an AI-powered scheduling solution.

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About the Author(s)

Allison Francis

Allison Francis is a writer, public relations and marketing communications professional with experience working with clients in industries such as business technology, telecommunications, health care, education, the trade show and meetings industry, travel/tourism, hospitality, consumer packaged goods and food/beverage. She specializes in working with B2B technology companies involved in hyperconverged infrastructure, managed IT services, business process outsourcing, cloud management and customer experience technologies. Allison holds a bachelor’s degree in public relations and marketing from Drake University. An Iowa native, she resides in Denver, Colorado.

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