Entravision Acquires Playback Rewards' Technology

RADIO ONLINE | Tuesday, March 3, 2026 | 2:30pm CT

Entravision

Entravision Communications Corporation has acquired Playback Reward's core technology, platform and product intellectual property assets, bolstering its performance advertising arm, Adwake. The Playback assets will be integrated into Adwake to accelerate development of its loyalty rewards platforms, with a focus on strengthening customer retention strategies and improving return on ad spend (ROAS) for advertisers.

"This acquisition strengthens our performance offering at a time when advertisers are prioritizing 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 optimization for brands."

Adwake's loyalty rewards platforms are designed to align precise targeting with measurable results, aiming to connect brands with users who not only convert but remain engaged over time. The move comes as advertisers continue shifting budgets toward performance-driven models centered on retention and higher ROAS.

"Brands are no longer focused on short-term acquisition," said Emre Atalay, Chief Executive Officer of Adwake. "Playback's technology strengthens our targeting and optimization capabilities, allowing advertisers to reach the right users at the right moment and drive deeper engagement over time."

The Playback assets will become part of Adwake's Rewarded & Loyalty advertising roadmap, supporting expanded campaign capabilities across mobile environments and faster product innovation.

Stanimir Kolev, General Manager for Rewarded Platforms at Adwake, said the added technology enhances the company's ability to identify high-intent users and optimize campaigns toward long-term value, translating into improved retention and higher ROAS for brands.