UK Retargeting Firm adGenie Acquired

In the UK, online shopping cart recovery software provider Ve Interactive has acquired retargeting company adGenie, whose services include helping measure and track the effectiveness of online and conventional ads. The deal was described as a 'multi-million pound acquisition'.

London-based adGenie was launched in 2006 by former Dennis Interactive MD Guy Sneesby and its Sales & Marketing Director Martin Connolly. Their proprietary adGENIE Retargeting and adGENIE Pre-targeting systems both deliver personalised and targeted adverts to prospective customers, based on a range of behavioural, contextual and demographic data.

adGenie's solutions and purchase intent data will now be integrated into the Ve Platform, which tracks billions of pounds worth of transactions daily, leading to the delivery of targeted content based on purchasing activity.

David Brown (pictured), co-founder & CEO of Ve, comments: 'This integration will provide insight into customer journeys, enabling digital marketers to do their job far more effectively and efficiently. Going forward, eCommerce sites will, for the first time, have access to valuable insight on one single platform and this will help them identify new strategic areas of opportunity within the two disciplines of advertising and optimisation.'

Web sites: www.veinteractive.com and www.adgenie.co.uk .