Entravision Acquires Playback Rewards’ Technology to Boost Loyalty Advertising
The Playback assets will be incorporated into Adwake’s Rewarded & Loyalty advertising roadmap, supporting faster product innovation and expanded campaign capabilities across mobile environments.
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Entravision Communications Corporation (“Entravision”), a global advertising, media, and technology company, has announced it has acquired Playback Reward’s core technology, platform, and product IP assets.
These assets will be integrated into Adwake, Entravision’s performance advertising business, to accelerate the development of its loyalty rewards platforms, in order to expand value for advertisers focused on customer retention and Return On Ad Spend (ROAS)
“This acquisition strengthens our performance offering at a time when advertisers are prioritising efficiency, measurable outcomes, and long-term value,” said Michael Christenson, Chief Executive Officer of Entravision.
“By integrating Playback’s technology into Adwake, we are enhancing our ability to deliver scalable customer loyalty solutions with improved targeting and performance optimisation for brands.”
As advertisers shift budgets toward models that emphasise user retention and higher ROAS, Adwake’s loyalty rewards platforms are designed to connect precise targeting with measurable outcomes — ensuring brands reach users who not only convert, but remain engaged.
“Brands are no longer focused on short-term acquisition,” said Emre Atalay, Chief Executive Officer of Adwake. “Playback’s technology strengthens our targeting and optimisation capabilities, allowing advertisers to reach the right users at the right moment and drive deeper engagement over time.”
The Playback assets will be incorporated into Adwake’s Rewarded & Loyalty advertising roadmap, supporting faster product innovation and expanded campaign capabilities across mobile environments.
Stanimir Kolev, General Manager for Rewarded Platforms at Adwake, added, “Playback’s technology and product assets significantly improve our ability to identify high-intent users and optimise campaigns toward long-term value, which translates into better retention, higher ROAS, and a more meaningful value exchange between brands and users.”
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