Customer Engagement Firm Adbrain Acquired by Ad Tech Firm

London-based Adbrain has been acquired by ad tech platform The Trade Desk, for an undisclosed sum.

Adbrain also has offices in San Francisco and New York. Its platform helps marketers understand and engage 1:1 with their customers across 'any device, channel and platform'. Its customer ID mapping solutions are used to increase sales and ROI on marketing activity by enabling 'true identity' led targeting and measurement. Last year, the company raised $7.5m in an investment round, for use in further international expansion.

The Trade Desk, which is based in the US, says the acquisition adds to its commitment to help advertisers target consumers across all devices through a single buy-side platform. During the past year, the company has struck many partnerships to license cross-device data sets, which will be combined with Adbrain's technology.

Jeff Green (pictured), CEO and co-founder of The Trade Desk, comments: 'We are thrilled to add Adbrain's innovative technology and expertise to our company. With this acquisition we will develop a proprietary device graph that combines Adbrain's technology with login data, giving advertisers and brands on our platform an independent alternative to walled gardens'.

Web sites: www.adbrain.com and www.thetradedesk.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.