IgnitionOne Buys Mobile Ad Targeter Human Demand

In the US, marketing technology firm IgnitionOne has acquired mobile ad targeting specialist Human Demand. Terms of the deal were not disclosed.

Founded in 2012, Human Demand has developed a proprietary self-serve data management platform for mobile ad targeting and hyper local geo-targeting. App developers tap into the platform to gain insights on their users and to better understand their mobile habits. The firm also enables publishers to generate ad revenue for apps, fuelled by audience insights, location data, demographics and interest profiles.

Human Demand's offer includes a mobile targeting dataset developed by Israeli audience segmentation firm eDealya, acquired earlier this year - this uses a proprietary natural language interpretation engine to determine 'dynamic' audience segments based on data from publicly available social media feeds.

IgnitionOne, which is based in NYC, says the buy will enhance its digital marketing suite by adding mobile display advertising and cross-device tracking capabilities.

Human Demand CEO Howie Schwartz (pictured) comments: 'We are very excited to join a team that clearly gets it. IgnitionOne has consistently been ahead of the innovation curve and committed to helping marketers reach their audience regardless of the channel or device - truly going beyond the silos.'

Web sites: www.ignitionone.com and www.humandemand.com .