Pureprofile shuts Pure.amplify business in Australia; 14 employees impacted
Data and insight company Pureprofile has closed its Pure.amplify business in Australia due to “incredibly challenging trading conditions”, with 14 employees across Australia and India impacted.
Pure.amplify is a programmatic advertising, media buying and audience insights business. Originally launched as Sparcmedia in 2009, Pure.amplify was acquired by Pureprofile in 2015 and relaunched in 2020.
The company posted its Q3 results for the financial year 2023 this morning, in which it was announced that Pure.amplify’s local operations will cease immediately. This came after the group closed the arm’s “non-profitable” UK operations last quarter.
[click to enlarge]: Data & Insights and SaaS platform businesses breakdown
Year-to-date, Pure.amplify Media Australia generated an estimated $2.9m in revenue (6% of guidance revenue) and an EBITDA (excluding significant items) loss of $375,000.
Both Pure.amplify’s UK and Australian arms will be treated as discontinued business units in the full-year financial statements. The projected cost of discontinuing these business units is $450,000 and will be treated as a one-off significant item.
A Pureprofile spokesperson said: “There is no client crossover between Pure.amplify’s media business and Pureprofile’s data and insights business. Pure.amplify’s clients were a mix of agencies (70%) and direct clients (30%).”
For Data & Insights and SaaS platform businesses, Pureprofile delivered $10.3 million in quarterly revenue for continuing business only, with $1 million in EBITDA excluding significant items and a 10% EBITDA margin.
Pureprofile updated the financial year revenue guidance to $48 million (previously $48-52m) (including Pure.amplify Media) or $45 million (excluding Pure.amplify Media).
EBITDA margin is now expected to be 9% (previously 9-10%) (including Pure.amplify Media) and 11% (excluding Pure.amplify Media).
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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