Wal-Mart adds social ad-targeting capabilities with OneRiot acquisition

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Wal-Mart Stores has acquired social ad-targeting firm OneRiot, both companies said September 13.

OneRiot has managed socially targeted mobile advertising campaigns for brands such as Gap Inc., Toyota Motor Sales U.S.A. and AT&T. The company's network serves ads based on consumers' location, mobile device, demographics and audience-interest segments.

The Boulder, Colo.-based OneRiot team will join the Wal-Mart Labs division this month and work from its Silicon Valley office, according to a Wal-Mart company blog post. Wal-Mart referred request for comment to the blog post.

“OneRiot has developed some pretty nifty technology that analyzes social media signals from popular networks like Twitter and Facebook to deliver ads that are relevant to consumers' interests,” said Anand Rajaraman, SVP of Wal-Mart global e-commerce and head of Wal-Mart Labs, in the blog post.

Tobias Peggs, CEO of OneRiot, said on a company blog post that he was “delighted” to announced the deal.

In April, Wal-Mart agreed to acquire social media company Kosmix, which the retailer also folded into Wal-Mart Labs. The division develops social- and mobile-commerce technologies.

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