Valuation Trading Multiples & Precedent Transactions: Online Performance Marketing Marketplace Companies
Valuation benchmarks for Online Performance Marketing Marketplace Companies. Access public trading comps, EV/EBITDA acquisition multiples, and private market data for pitch books and valuation analysis.
1.1 - Online Performance Marketing Marketplace Companies Market Context & Valuation Drivers
Companies in this trading comparables group operate online performance marketing marketplaces that aggregate consumer intent and route it to advertisers on CPC, CPA, and lead-fee models. Revenue mixes combine auction-based media, paid listings, affiliate payouts, and subscription SaaS add‑ons. They are comparable due to shared demand-aggregation economics, measurable attribution, and marketplace liquidity characteristics, providing consistent valuation benchmarks for growth durability, unit economics, and margin scalability.
Typical capabilities include cost-per-click search and native advertising placements, performance marketplaces that qualify and sell leads, cash-back and consumer incentive programs to drive conversion, customizable business or product listing pages, browser extensions and mobile apps for shopping activation, media management and traffic optimization tools, analytics and multi-touch attribution reporting, and AI-driven segmentation for targeting and yield optimization across advertiser categories.
Primary customers include consumer brands and retailers, local and multi-location service businesses, and performance-focused advertisers and agencies. End markets span retail, local services, and financial services. Valuation drivers include paid traffic scale and quality, conversion and monetization rates (CPC/CPA yield and take rate), revenue growth and diversification, advertiser retention and cohort payback, and contribution and EBITDA margin expansion.
2. Valuation Analysis: Public Trading Comps & Multiples for Online Performance Marketing Marketplace Companies companies
2.1 - Public Peer Groups & Median Valuation Multiples for Online Performance Marketing Marketplace Companies sector
Comparable group 1: Online Performance Marketing Marketplace Companies
Yelp
- Enterprise value: $●●●m
- Market Cap: $●●●m
- EV/Revenue: ●.●x
- EV/EBITDA: ●●.●x
- Description: Provider of a platform that connects consumers with local businesses through crowd-sourced reviews. Offers free and paid advertising solutions, business listing page products, and tools for local business analytics. Includes categories like restaurants, shopping, health, and professional services. Also offers Yelp Guest Manager for reservations and waitlist management, and Yelp Fusion for access to content and data.
- Key Products:
- Advertising Solutions: Free and paid advertising products including cost-per-click search advertising and multi-location Ad products
- Business Listing Pages: Customizable business listing pages to attract local audience
- Yelp Guest Manager: Subscription-based suite for reservations and waitlist management
- Yelp Fusion: Access to content and data for consumer-facing enterprise use through APIs
- Local Analytics: Yelp Knowledge program offering local analytics and insights through access to historical data and other proprietary content.
Ibotta
- Enterprise value: $●●●m
- Market Cap: $●●●m
- EV/Revenue: ●.●x
- EV/EBITDA: ●●.●x
- Description: Provider of a mobile technology platform that offers cash back rewards on various purchases. The platform allows brands to deliver digital promotions to over 200 million consumers, enabling users to earn cash back on groceries, clothing, electronics, and other items.
- Key Products:
- Cash Back Rewards: Platform that offers cash back rewards on various purchases including groceries, clothing, and electronics
- Performance Marketing Network: Network that allows brands to deliver digital promotions to consumers via publishers
- Browser Extension: Tool that provides cash back when shopping online
- Digital Promotions: Platform for marketers to efficiently deliver digital offers to consumers
- Grocery Savings: App feature that offers savings on grocery items.