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

Share this article:

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.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Target Better With Facebook, Sandberg Tells Marketers

Target Better With Facebook, Sandberg Tells Marketers

In earnings call, the COO claims Facebook is 44% more accurate than the industry average at targeting and promises increasing investment in ad tech.

Day One on the DMA2014 Show Floor

Day One on the DMA2014 Show Floor

Sprouting from the Direct Marketing Association convention today were retargeting refinements, rules for breach behavior, and, yes, some darn fine Brussels sprouts.

Customer Identity in the Digital Age

Customer Identity in the Digital Age

Industry experts explore the value in a person's cyber identity for marketers.