Optimal Deepens Retail Media Capabilities with Treasure Acquisition

“The addition of Treasure deepens our performance marketing capabilities”

NEW YORK, LOS ANGELES, and AUSTIN, TX – Today, Optimal ( announced it has acquired Treasure, a leading growth marketing agency with deep expertise in Amazon and the broader retail media ecosystem. The move further solidifies Optimal’s full range of performance-based digital marketing services, including paid search and social, search engine optimization, retail media, programmatic activation, CTV, performance creative, and analytics.

“The addition of Treasure deepens our performance marketing capabilities, bringing additional power and expertise to our Amazon and broader retail media offerings, which is critical for brands eager to drive conversations that increase sales and transactions,” said Brian Wulfe, Optimal’s Executive Vice President.

“This partnership gives our clients even greater capabilities across the entire digital marketing landscape. As a part of Optimal, Treasure joins forces with a passionate team of innovators committed to driving results” said James Boyd, Treasure’s Founder & CEO.

“Retail media is fueling e-commerce growth. This acquisition will strengthen our ability to deliver results for leading consumer brands eager to take advantage of the best-in-class data, technology, and media strategies Optimal brings to the table,” adds Michael Bassik, Optimal’s CEO.

Treasure helps brands find untapped value on Amazon and beyond. The company handles every aspect of growing brands on marketplaces, from full Amazon account management to performance marketing and data analytics. The Treasure team has managed hundreds of millions in e-commerce revenue on behalf of consumer brands in a wide variety of categories.

With offices in ten locations across the United States, Optimal now boasts a fast-growing team of more than 200 dedicated digital media strategists, technologists, and industry experts. Combined, the company has considerable digital and performance marketing experience, as well as a shared commitment to bring the best data, technology, and people together to help brands in the consumer, healthcare, political, entertainment, B2B, and public affairs sectors.

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