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Big Data Specialist Dunnhumby Acquires Ad Tech Firm Sociomantic Labs for Hundreds of Millions

Apr 03, 2014 10:45 am

Skift Take

Sociomantic last year launched a retargeting solution for airlines. So now the company will have more Big Data and big money behind it.

— Dennis Schaal

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The ad retargeting firm Sociomantic is big in the airline world. Sociomantic

After weeks of speculation, Dunnhumby announced the acquisition of Sociomantic Labs GmbH, a global leader in programmatic digital advertising solutions, from Berlin. The terms of the deal were not disclosed.

Up until now, Sociomantic has employed more than 200 professionals in 16 offices worldwide with over $100 million in revenue in 2013. The Berlin ad tech startup works with brands in electronics, retail, fashion, and travel services in more than 60 markets spanning six continents. Sociomantic’s talent, technology, and experience will immediately expand Dunnhumby’s strategic footprint, global reach, and client portfolio, the company stated.

To the future goals of both companies, Thomas Brandhoff, managing director and co-founder of Sociomantic, stated,  “Dunnhumby is a global leader in building consumer loyalty and has pioneered new ways for marketers to interact with consumers. Together, we can help brands improve the relevance of their messages to create more personal interactions with their customers online and across mobile devices”.

“Our strategic priority is to engage consumers and earn their loyalty wherever they shop, in-store and online, with personalized communications that are valuable and meaningful,” said Simon Hay, CEO of Dunnhumby Ltd.

“Applying this approach to make online media a better experience for consumers and marketers is paramount to us. Our observed campaigns to date have shown that increased relevance leads to significantly better engagement and response rates,” he continued.

“Doing that at a scale of more than a billion people is unprecedented”.

 This story originally appeared on VentureVillage.

This article originally appeared on VentureBeat 

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