Advertising Tech Firm addGloo Acquired

Semantic search technology company Vertical Search Works (VSW) has acquired addGloo, which integrates real-time semantic analysis with real-time bidding (RTB) for online display advertising.

addGloo's demand-side platform (DSP) allows marketers to target and bid on display ad inventory using keywords, phrases, subjects and sentiment. VSW says the buy will allow it to offer advertisers a more efficient way to buy, execute and optimize their online campaigns, and that the combination of the two firms' technologies will 'bring a new approach to targeting online content, delivering superior quality, brand safety, optimizations and transparency.'

Colin Jeavons, CEO and co-founder of VSW says addGloo's team will be 'a welcome addition to our expert search, advertising and operations engineers to create robust semantic targeting solutions'.

addGloo's co-founders are online advertising veterans Derrick Horner and Robert Englander. 'Businesses that rely on search marketing have a better way to tightly integrate search with display campaigns' says Horner, 'using the same ad creative and familiar keyword targeting and more advanced semantic page targeting.'

Web site: www.verticalsearchworks.com .