Human Demand Buys Audience Segments from eDealya

New York-based mobile advertising specialist Human Demand has acquired the mobile targeting dataset developed by Israeli audience segmentation firm eDealya. Terms of the deal were not disclosed.

eDealya uses a proprietary natural language interpretation engine to determine 'dynamic' audience segments based on attributes, needs and desires data from publicly available social media feeds. To date, the firm has established more than 7,000 direct-to-publisher relationships, provides nearly 250 attributes per user profile, and has indexed over 40m devices.

Human Demand says the buy will expand its existing audience targeting capabilities, while enabling buyers to create more personalized user experiences based on social media segmentation. As part of the deal, eDealya CEO Chaim Zucker and CTO Ophir Sweiry have been named advisors at Human Demand, and former SVP Business Development Keith Petri has been appointed as SVP Strategic Partnerships.

Howie Schwartz (pictured), CEO and founder of Human Demand, comments: 'This acquisition will empower Human Demand's clients and self-service platform users to extend the robust targeting capabilities enjoyed on social platforms to in-app, mobile inventory available via real-time bidding (RTB).'

Web sites: www.humandemand.com and www.e-dealya.com .