HEUKING advises Funnel AB on the acquisition of AdTriba GmbH

Swedish software company Funnel AB has acquired AdTriba GmbH, a German provider of marketing attribution solutions. A team led by Dr. Jörg Schewe, Partner at HEUKING in Hamburg, comprehensively advised Funnel AB on all legal and tax aspects of the transaction. This takeover marks a further development in the longstanding cooperation between the two companies.

The acquisition of AdTriba reinforces Funnel’s position as a leading provider of marketing intelligence software in Europe. Funnel offers a platform that collects, harmonizes, and visualizes data from various marketing sources. AdTriba provides a solution to measure and optimize the contribution of each marketing channel to business success. By integrating AdTriba into its platform, Funnel enables customers to analyze and enhance the effectiveness of their marketing campaigns across different channels.

Funnel AB, an International software company with head quarter in Stockholm, has specialized in providing clear dashboards to help companies collect, report, and export information since its founding in 2014. With over 2,000 customers in more than 60 countries, including well-known brands like adidas, Sony, Uber, Trivago, and Home Depot, Funnel AB employs some 350 people across its locations in Stockholm, Dublin, London, and Boston. To date, Funnel AB has secured over $100 million in funding from many renowned investors through multiple funding rounds.

AdTriba GmbH, a German software company based in Hamburg, was founded in 2015. With about 20 employees, it offers a marketing attribution solution that enables measurement and optimization of each marketing channel’s impact on the customer journey, as well as the determination of campaign ROI. AdTriba GmbH serves more than 30 clients in Germany, Austria, and Switzerland, including well-known brands such as Flixbus, Deuba, Axel Springer Verlag, Douglas, Freenow,  and Montblanc.

Counsel to Funnel AB / Funnel Holding AB
HEUKING:
Dr. Jörg Schewe (Lead, M&A/Corporate),
Dr. Henrik Lay (Tax), both Hamburg,
Dr. Lutz Keppeler (IT/GDPR), Cologne,
Caroline Frohnwieser (M&A/Corporate),
Simon Pommer, LL.M. (Tax),
Dr. Julia Fiedler, LL.B.,
Theresa Arndt, LL.M. (both Employment),
Larissa Krebs (Corporate, Finance), all Hamburg,
Dr. Ruben Schneider (IT/GDPR), Cologne

Additional counsel to Funnel AB / Funnel Holding
Advokatfirman Vinge KB:
Matthias Pannier,
Johan Winnerblad,
Filip Magnusson,
Adrian Filipovic, all Stockholm