The deal will allow the ad tech company to get even more consumer data through the startup’s mobile capabilities.
In a move to boost its mobile data, ad tech company Media6Degrees has acquired mobile data startup EveryScreen Media for an undisclosed amount. Everyscreen specializes in mobile media-buying and provides targeted campaigns for large mobile ad buyers. Essentially what this means is Media6Degrees will now have access to even greater consumer data, connecting mobile with browsing behavior to give a complete picture to its marketer clients.
“Consumers are mobile, and understanding their brand preferences outside the browser is critical to marketers,” said Tom Phillips, CEO of m6d in a press release. “For the past two years, m6d and ESM have partnered successfully to provide scalable audience and contextual solutions that help brands connect with consumers in any relevant environment. Now is the right time to combine massive data sets from both browsers and devices to establish multi-platform intelligence for directing marketing messages. The acquisition of ESM is a natural extension of our existing business and core strengths.”
Phillips also put the application in practical terms for clients on his blog:
Imagine directing your auto brand ads to people who visited a relevant dealer in the past week, on both browsers and mobile devices, with your sizzling 15-second video spot. Or hotel ads to people who traveled to three major cities in the last month. Or tuning your big box retail advertising based on the targets you see actually show up in the store
Media6Degrees works by taking the behavior of a brands existing customers and matching potential customers to it. The pool of potentials is then scored, ranked and delivered to the customer. Although it had previously been gathering the information from browsers, with the now increased mobile capability, its data is about to increase exponentially.
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