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BIGtoken and BritePool to Merge
Ethically-sourced data and insights specialist BIGtoken has merged with BritePool, which provides verified identities for advertisers. In the all-stock transaction, terms of which were not disclosed, BIGtoken will issues shares to purchase the outstanding stock of privately held BritePool.
 Following the merger, BritePool CEO and co-founder David Moore, who was previously President of WPP Digital and Chairman of WPP's audience profiling and targeting division Xaxis, will become CEO of the combined company. Earlier, he co-founded 24/7 Real Media which he led, as Chairman and CEO, until its sale to WPP, for $649m.
Bob Perkins, BritePool's Chief Operating Officer, who is the former SVP of Marketing at Pizza Hut and President of Chiat/Day New York, will also serve as COO of the combined company. Both Moore and Perkins will join the company's Board of Directors and the business will be known as BIGtoken, Inc. Shareholders of BIGtoken will own approximately 55% of the business's common stock post-merger, and BritePool's c.45%.
George Stella, BIGtoken's co-founder and President, who will continue to lead the company with Moore, comments: 'We have created a flywheel for zero-party data, where BIGtoken users connect accounts and regularly engage with brand-related actions and surveys for rewards. This merger will increase our reach for advertisers and accelerate our product roadmap, which includes exploring consumer interest in digital wallets with offers from advertisers and digital asset rewards'.
Web sites: www.bigtoken.com and www.britepool.com .
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