Ad Advance in Duluth joins global agency Podean, expanding digital marketing footprint

The local agency has been acquired by the global marketplace leader, strengthening its retail media capabilities.

Published on Feb. 26, 2026

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Ad Advance, a Duluth-based digital advertising agency, has joined forces with Podean, a global leader in strategy, media, and content solutions. Founded by local entrepreneurs Joe Shelerud and Matt Wiklund, Ad Advance has built a reputation for helping companies grow their brands on platforms like Amazon. The acquisition will allow Ad Advance to expand its footprint in the retail media world, leveraging Podean's global reach and resources.

Why it matters

The partnership between Ad Advance and Podean represents the growing importance of digital marketing and retail media in the modern business landscape. As more consumers shift their shopping habits online, companies are increasingly turning to specialized agencies like Ad Advance to help them navigate the complex world of e-commerce and digital advertising. The acquisition also highlights Duluth's emergence as a hub for innovative tech and marketing companies.

The details

Ad Advance, founded by Duluth natives Joe Shelerud and Matt Wiklund, has developed a proprietary technology program called Streamline to make digital advertising more effective. The agency, which employs a team of 40, has been acquired by Podean, a global marketplace leader in strategy, media, and content solutions. Podean, founded by Australian native Mark Power, employs around 260 people across 17 countries and works with over 300 brands globally. The acquisition will allow Ad Advance to leverage Podean's resources and expertise to further grow its retail media capabilities.

  • Ad Advance was founded in Duluth, Minnesota.
  • Podean founder Mark Power visited Ad Advance's Duluth office this week to finalize the acquisition.

The players

Ad Advance

A Duluth-based digital advertising agency that has built a reputation for helping companies grow their brands on e-commerce platforms like Amazon.

Podean

A global marketplace leader in strategy, media, and content solutions, employing around 260 people across 17 countries and working with over 300 brands globally.

Joe Shelerud

Co-founder of Ad Advance, a Duluth native who has helped build the agency's reputation in the retail media space.

Matt Wiklund

Co-founder of Ad Advance, a Duluth native who has helped develop the agency's proprietary Streamline technology program.

Mark Power

Founder of Podean, a native Australian who visited Ad Advance's Duluth office this week to finalize the acquisition.

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What they’re saying

“What we do is we help to get those products in the front of people who are really going to be interested, so we can grow sales and build the brands overall. We're very tech-focused, we're very fast-moving. Just being in the digital advertising space, you need to be able to move quickly.”

— Joe Shelerud, Co-founder, Ad Advance (wdio.com)

“We're very proud of doing things a bit of a different and opposite way than everyone else. So we're very aligned with Ad Advance. They're doing some cutting edge things in the industry.”

— Mark Power, Founder, Podean (wdio.com)

What’s next

The acquisition is expected to strengthen Ad Advance's retail media capabilities and allow the agency to leverage Podean's global resources and expertise to further expand its footprint in the digital marketing industry.

The takeaway

The partnership between Ad Advance and Podean highlights the growing importance of digital marketing and retail media in the modern business landscape, as well as Duluth's emergence as a hub for innovative tech and marketing companies. The acquisition will allow Ad Advance to build on its success and further expand its reach in the global digital advertising market.