Location Intelligence Firm Gimbal Acquired

In the US, mobile ad data specialist The Mobile Majority has acquired engagement and location intelligence platform Gimbal. Terms of the deal have not been disclosed.

Gimbal's platform combines macro-location geofences and micro-location beacons with a cloud-based solution to help users build, manage and analyze mobile experiences. In August, the firm launched Gimbal Experiences, which builds mobile app campaigns and tells users where their customers go, how long they dwell in those places, and which segments respond best to particular mobile messages or experiences.

The Mobile Majority says the buy will help its clients and partners create more contextual mobile advertising, stronger audience targeting capabilities, better measurement, and true offline-to-online attribution. CEO Rob Emrich (pictured) comments: 'By combining Gimbal's location software, hardware and data with our media buying platform, we can further realize the potential of true 1-to-1 targeting and attribution. This acquisition likely puts our company as the largest non-public source location data owner in the space'.

Web site: www.majority.co and www.gimbal.com .