Dentsu Aegis Buys Data-Driven Rockett Interactive

Marcoms group Dentsu Aegis Network has acquired US-based digital marketing agency Rockett Interactive, which uses data and analytics to drive the development of its clients' marketing programs. Terms of the deal were not disclosed.

Founded in 2004, the Cary, NC-based firm uses advanced and proprietary attribution modelling and analytics methodologies to drive its strategic planning, search engine marketing, creative and display advertising services. All digital marketing efforts are tracked with the use of a unique identifier, and the firm also offers impression and click fraud monitoring, and publisher crossover and duplication analysis.

As part of the deal, Rockett Interactive will become part of Dentsu Aegis Network and move towards operating as part of iProspect, the group's global digital performance agency. Nigel Morris, CEO of Dentsu Aegis Network Americas & EMEA, says Rockett Interactive's services complement the group's goal to increase iProspect's data analytics and attribution modelling capability.

Founder and CEO Mark Rockett (pictured) will join iProspect US as Senior Vice President, Head of Attribution, reporting to Jeremy Cornfeldt, iProspect's US President, who comments: 'This acquisition builds on the expanded scale and category expertise iProspect now has with the recent acquisition of Covario, and adds important attribution expertise and a service model that enables us to holistically understand the impact a client's media spending has on consumer behaviour not directly connected to a sale.'

Web sites: www.dentsuaegisnetwork.com and www.rockettinteractive.com .