Ad tech platform Magnetic buys VC-backed Cognitive Match

Magnetic, a digital ad tech platform, has acquired Cognitive Match. No financial terms were disclosed. Headquartered in New York, Cognitive Match is a provider of ad optimization solutions for advertisers, agencies and media sellers. Its backers included Meridian Venture Partners and Dawn Capital.


NEW YORK, May 28, 2014 /PRNewswire/ — Digital ad technology platform, Magnetic, announced today the acquisition of Cognitive Match, a dynamic creative optimization and site retargeting provider. The combined solution gives marketers the ability to apply the power of Magnetic’s search data to dynamic creative.
Dynamic creative optimization (DCO) technology enables brands to transform generic advertising into relevant messages by changing the creative elements of the ad in real time. Brands use DCO to show highly personalized ad content based on audience attributes related to their interests, environment and purchasing patterns, thus increasing engagement and response.
“Magnetic is one of the largest aggregators of intent data, and the addition of Cognitive Match means marketers can now build an ad in real time by assembling thousands of individual elements based on product feeds, keywords, audience intent, or just the weather or location,” says James Green, CEO of Magnetic. “This acquisition combines creative optimization with our programmatic platform so that marketers can personalize ads at scale.”
Magnetic and Cognitive Match have been partnering on campaigns for more than two years. Cognitive Match Founder and CEO, Alex Kelleher, and his team will join the Magnetic team in New York, San Francisco and London, effective immediately.
“Cognitive Match as a stand-alone tool powered Fortune 500 global brands and leading agencies, and we’re excited to join forces with Magnetic,” says Alex Kelleher, Founder of Cognitive Match. “By applying intent to dynamic creative, marketers have a powerful way to deliver highly relevant messages that compel in-market consumers to take action.”
Sylvain Le Borgne, EVP Data Platforms at Havas Media Group added, “Havas has always been a pioneer in adopting real-time dynamic creative campaigns for our brand clients. A marriage between Magnetic and Cognitive Match will provide one integrated platform for engaging consumers with the right message. This will allow Havas to activate search intent and interests as part of the dynamic storytelling we are currently delivering thanks to our advanced data capacity.”
This acquisition comes on the heels of Magnetic’s recent international expansion to London and Toronto earlier this year.
About Magnetic
Magnetic is a digital technology company specializing in retargeting solutions that combine intent data with display advertising to power brand awareness and direct response campaigns. Magnetic uses billions of search data queries and a proprietary bidder to programmatically buy and reach audiences who have signaled either interest or purchase intent where they spend 96% of their time online – on news sites, blogs, e-commerce sites and social networks. Founded with a specialized focus on search retargeting, Magnetic’s advertising solutions also extend to site retargeting, and include advanced media optimization and buying and creative capabilities.
Headquartered in New York City, Magnetic also has locations in Atlanta, Boston, Chicago, Detroit, Los Angeles, London and Toronto. For more information please visit
About Cognitive Match
Headquartered in New York and with offices across the US and in London, Cognitive Match is the leading provider of Dynamic Creative Optimization; changing the online experience for both advertisers and consumers by eliminating generic ads using data to optimize advertising tailored to individuals. Cognitive Match works with top agencies, advertisers and media partners across PC, Mobile and Tablet devices. The company previously won the TechCrunch Europa Award for Best Advertising & Marketing Technology.

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