The news: Retail and consumer packaged goods (CPG) data provider Spins has acquired ad tech and analytics firm MikMak. Financial terms were not disclosed.

Why is this happening? The deal brings together two firms with complementary capabilities across commerce measurement.

• Spins has direct relationships with retailers, primarily regional and smaller grocery chains, which enables it to provide point-of-sale and product availability data to help CPG brands evaluate SKU performance and measure the sales impact of promotions. It also operates a marketing platform, Destini, that includes ad serving.
• MikMak, meanwhile, has primarily focused on tracking, measuring, and optimizing ecommerce conversions from social, programmatic, and online marketplace ads. Its shoppable media and analytics tools let consumers buy products directly from social platforms via retailer-linked landing pages.

The deal aims to bolster Spins’ ability to measure shopper engagement throughout the buying journey across physical, digital, and perhaps even agentic shelves.

The combination also broadens Spins’ reach. Spins primarily serves small and midsize brands, while MikMak’s customers skew toward larger CPG players, per Adweek. The deal should also help Spins expand into grocery-adjacent categories such as beauty and pet.

Implications for brands: The Spins–MikMak deal promises clearer visibility into how marketing drives sales across online and in-store channels, a long-standing challenge for CPG brands. In theory, it could help a marketer running an Instagram campaign for a cereal brand see not only digital conversions, but also whether that spending actually drove in-store sales or share gains. In practice, the payoff will hinge on execution, adoption, and whether brands trust the combined insights enough to shift budgets—rather than simply add another dashboard to an already crowded stack.

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