OneMagnify, a Detroit-based provider of AI-enabled marketing solutions backed by Crestview Partners, has acquired the performance marketing business of Optimal. The deal expands OneMagnify's capabilities in data-driven marketing services and strengthens its position in the competitive marketing technology sector. Financial terms of the acquisition were not disclosed.

OneMagnify specializes in helping brands leverage artificial intelligence for customer acquisition and retention strategies. The acquisition of Optimal's performance marketing division adds complementary expertise in digital advertising and analytics. This strategic move comes as marketing technology companies race to offer more comprehensive AI-powered solutions to enterprise clients.

The transaction reflects ongoing consolidation in the marketing technology industry, where companies are seeking to broaden their service offerings through acquisitions. For Crestview Partners, this represents another add-on acquisition to build out OneMagnify's platform. The deal positions OneMagnify to compete more effectively against larger marketing technology providers by combining AI capabilities with performance marketing expertise.