DataXu Buys Personalised Ad Firm JasperLabs

Boston-based customer intelligence specialist DataXu has acquired creative optimisation software developer JasperLabs, to enable clients to deliver real-time personalised ad content. Terms of the deal were not disclosed.

DataXu offers a machine learning-based digital ad campaign platform called DX3, which employs a multivariate decision system to understand how consumers engage across multiple devices. DX3 analyses consumer sentiment to help optimize media investments in real time, while also providing access to a suite of analytics tools.

As part of the acquisition, the company's marketing platform and algorithmic optimisation tools will be combined with JasperLabs' platform, through which users can optimize display ad campaigns by tweaking separate creative elements on the fly, based on performance. In addition, JasperLabs' founder Stefan Luc and his team will join DataXu in product management and engineering capacities.

Mike Baker (pictured), CEO of DataXu, comments: 'Brands are struggling to engage the empowered digital consumer. Legacy 'advertising' approaches are increasingly seen as ineffective. We're thrilled to give our customers what they've been asking for: an integrated platform for engaging the right consumer at the right time with personally relevant content.'

Web sites: www.dataxu.com and www.jasperlabs.com .