Publicis Groupe has acquired Prague-based affiliate marketing agency VIVnetworks for an undisclosed sum.

VIVnetworks will be integrated with Publicis Groupe’s global performance marketing platform, CJ, and will work with the Groupe’s Profitero and CitrusAd units as well as identity solution Epsilon.

CJ and VIVnetworks have collaborated on affiliate marketing programs for more than a decade.

With a client portfolio of over 900 merchants across 27 countries, VIVnetworks helps e-commerce brands scale their performance marketing efforts to drive sales in Central and Eastern Europe. With the integration there’s an opportunity for regional brands to expand their affiliate marketing efforts globally, according to the companies.

Publicis estimates that global ad spend within affiliate marketing is expected to reach $15.7 billion by 2024.

“Affiliate marketing has increasingly become an important part of the commerce ecosystem, converging technology and partnerships to create valuable shopping engagement and drive profitable growth,” the company stated in a release confirming the acquisition.

The company said that the expanded affiliate marketing capability is designed to bolster the Groupe’s overall commerce offering and will leverage consumer and product intelligence to deliver more personalized value, rewards and recommendations across the purchase journey.

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