Digital marketing tech firm IgnitionOne has acquired New York City-based mobile advertising provider Human Demand. No financial terms were disclosed. IgnitionOne’s backers include SoftBank Capital, ABS Capital Partners and Brown Savano.
NEW YORK – August 13, 2014 – IgnitionOne, a global leader in cloud-based digital marketing technology, today announced that it has completed the acquisition of Human Demand, a leading mobile marketing technology company providing mobile advertising, audience and tracking solutions to marketers. With this acquisition, New York City-headquartered IgnitionOne continues to enhance its Digital Marketing Suite (DMS), the industry’s most comprehensive integrated digital marketing technology solution, by adding mobile display advertising and cross-device tracking capabilities.
Human Demand’s fully transparent, highly scalable and efficient mobile media solution will integrate with the DMS to:
・Better reach mobile audiences and mobile app users through mobile display, video and rich media advertising through the IgnitionOne DSP
・Provide additional capabilities for cross-device tracking to inform cross-channel attribution and user data
・Deliver targeted mobile audiences, including hyper local geo-targeting, at scale with superior location insights, campaign optimization and visual analytics
・Understand 100% of the users seen in-app through mobile exchanges with enriched bid request data targeting mobile audiences in real time
IgnitionOne’s clients will benefit from Human Demand’s intuitive self service interface whose capabilities will be seamlessly integrated into the DMS. The DMS is a digital marketing hub that centralizes the ability to buy, manage and optimize digital media across Search, Display, Social and Mobile, understand client prospects and customers through Data Management, Marketing Automation and Cross Channel Attribution, while optimizing conversions on a marketer’s website through experience and content personalization.
IgnitionOne’s Programmatic DSP module of the Digital Marketing Suite (DMS) and programmatic audience targeting business in the U.S., Netmining, will immediately benefit from this acquisition by expanding mobile advertising and targeting capabilities.
Human Demand currently handles 65 billion mobile real time bidding requests per month. The acquisition also brings to IgnitionOne Human Demand’s partnerships with all major mobile ad exchanges, leading 3rd party data providers and access to thousands of top mobile publishers. Human Demand features the industry’s first and only complete index of brand safety for over 2 million apps and proprietary mapping of 2,300+ chains, businesses across the US. “We continue to break new ground in our efforts to make marketing simple by bringing together the purchasing, optimizing and management of media as well as the centralizing of user data all in one place,” said Will Margiloff, CEO of IgnitionOne. “Human Demand brings to the table key capabilities that will make the Digital Marketing Suite the most complete and integrated technology in the industry.”
“We are very excited to join a team that clearly ‘gets it”,” said Human Demand CEO Howie Schwartz. “IgnitionOne has consistently been ahead of the innovation curve and committed to helping marketers reach their audience regardless of the channel or device – truly going beyond the silos.”
This acquisition is the second in 2014 for the independent, 450-person company and supports IgnitionOne’s goal to integrate best-of-breed digital marketing technology into a single, integrated solution.
Terms of the deal were not disclosed.
IgnitionOne® is a global leader in cloud-based digital marketing technology providing a world-class proprietary platform and expert services to improve digital marketing performance across PC and Mobile platforms. IgnitionOne’s integrated Digital Marketing Suite (DMS) empowers marketers to buy, manage and optimize digital media across Search, Display, Social and Mobile, understand client users through Data Management and Cross Channel Attribution, while helping to optimize conversions on a marketer’s website through Marketing Automation. At the core of the DMS is the proprietary User Engagement Score Algorithm which determines the value of a user in order to automate the delivery of the right message, at the right time, at the right cost, to a marketer’s users, on and off their website.
IgnitionOne currently scores over 300 million users monthly in 75 countries and powers more than $30 billion in revenue each year for leading brands, including General Motors, CenturyLink, Bridgestone, La Quinta and Fiat, as well as advertising agencies such as 360i, GroupM and iProspect.
For more information, please visit http://www.ignitionone.com.
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