YuMe, a provider of digital brand advertising software and services, has acquired Crowd Science, an audience targeting technology company. YuMe is backed by Accel Partners, BV Capital, DAG Ventures, Intel Capital, Khosla Ventures, Menlo Ventures, Samsung Ventures, Translink Capital and WestSummit Capital.
YuMe, a leading provider of digital brand advertising software and services, announced the acquisition of Crowd Science, an innovative audience targeting technology company. CITRUS, Crowd Science’s audience measurement and targeting platform, builds on the capabilities of Audience Amplifier, YuMe’s technology used to enhance audience reach and targeting across all video devices. This technology will allow brand advertisers to target more segments and provide better insights into brand-receptive audiences.
“We’ve been laser-focused on enhancing audience measurement, modeling and targeting, and Crowd Science will be the perfect complement to our data science group that’s been driving that effort,” said Jayant Kadambi, Co-founder & CEO of YuMe. “Crowd Science technology allows us to significantly improve our audience reach, measurement and segmentation capabilities.”
The Technology – Why it’s important
Direct response advertising excels at guiding consumers on best price and location, whereas brand advertising strikes emotional chords with consumers that build long-term buying relationships. Finding brand-receptive consumers requires new approaches to data-science and audience modeling. CITRUS is unique in that it combines survey, behavioral and contextual data using proprietary machine learning techniques to provide better audience targeting, greater reach and more effective audience measurement.
The Crowd Science Team
In addition to the technology, with this acquisition YuMe is also making noteworthy additions to their engineering and marketing research teams. In 2008, John Wainwright, John Martin and Paul Neto founded Crowd Science with the goal to gain innovative, first-party brand insights on digital media audiences in North America. They have since built an impressive set of audience measurement and modeling tools. In four years of operation, they have generated more than 850 brand-focused audience segments across 165+ million unique users.
“The Crowd Science team is thrilled to join YuMe,” said John Martin, Co-Founder of Crowd Science. “The future of brand advertising will be defined by those with strong consumer data and broad reach in video across multiple platforms. The combination of Crowd Science’s audience targeting technology and YuMe’s Connected Audience Network will allow us to quickly and dramatically move the industry forward.”
YuMe is a leading independent provider of digital video brand advertising solutions. Its proprietary data-science driven technologies and large audience footprint drive inventory monetization and enable advertisers to reach targeted, brand receptive audiences across a wide range of Internet-connected devices. Designed to serve the specific needs of brand advertising, YuMe’s technology platform simplifies the complexities associated with delivering effective digital video advertising campaigns in today’s highly-fragmented market. YuMe is a privately held company headquartered in Redwood City, CA with European headquarters in London and eight additional offices worldwide. The company is backed by Accel Partners, BV Capital, DAG Ventures, Intel Capital, Khosla Ventures, Menlo Ventures, Samsung Ventures, Translink Capital and WestSummit Capital.
YuMe is a trademark of YuMe. All other brands, products or service names are or may be trademarks or service marks of their respective owners.
About Crowd Science
Crowd Science is revolutionizing audience targeting and segmentation by providing innovative solutions and technologies to online publishers and brands. With offices in Silicon Valley, New York and Toronto, online publishers turn to Crowd Science for its powerful and holistic combination of demographic & psychographic insights, and best-in-class technology to improve display advertising precision and increase revenue.