(AOF) – The principle of this merger operation between Makheia Groupe and Netmedia Groupe was unanimously approved by the board of directors of Makheia Group. This marriage project will make it possible to create a new communication group, leader in France in BtoB media, digital communication and content marketing. The new group will directly hold 13 subsidiaries, including 8 businesses covering corporate communication activities to lead generation via vertical media, including e-commerce.
It will have an international activity in 3 countries (Great Britain, Germany, Spain) via a dedicated subsidiary.
The new entity, whose post-merger value will be around 50 million euros, will enter the Top 5 of independent French communication groups.
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Growth of online advertising slowed down
After a record year in 2021, advertisers are now more cautious. In the first quarter, online advertising recorded growth limited to 7% for Meta, the lowest level since its IPO in 2012. The ex-Facebook is particularly impacted by Apple’s new system which restricts the ad targeting. Indeed, applications in iPhones must now ask their users if their data can be shared with third parties for advertising purposes. According to an industry expert, the shortfall for Facebook, YouTube, Twitter and Snapchat could approach $16 billion in 2022.