Retargeting Firm AdRoll Buys Again

Retargeting platform AdRoll has announced the acquisition of email user retention service userfox, whose technology it says will enhance its ability to help marketers collect, analyze and act on their data.

AdRoll helps its clients create personalized ad campaigns based on their own web site data. San Francisco-based userfox was founded in 2012 by Peter Clark and Cesar Alaniz and is backed by business incubator Y Combinator. AdRoll previously acquired custom analytics start up Bitdeli in June 2013. Clark will now lead AdRoll's integration of new data sources and the development of partnerships with email providers. Userfox software will allow AdRoll's advertisers to gather and act on customer data from a sources including CRM, email lists and mobile IDs.

Clark says that userfox, like AdRoll, was intended 'to bring marketing technology typically reserved for Fortune 100 businesses to companies of all sizes'. Aaron Bell, AdRoll CEO, comments: 'AdRoll is dedicated to creating products that drive ROI for marketers and userfox will be a critical addition as we continue to grow this year.'

Web site: www.adroll.com .