VidMob to Buy Ad Personalization Specialist Chiligum

Intelligent creative platform VidMob is acquiring ad technology company Chiligum, which automates aspects of creative production to deliver personalised and dynamic advertising at scale. Terms of the deal have not been disclosed.

Sao Paulo, Brazil-based Chiligum helps marketers create ad content through its automation solutions, enabling ads to be instantly versioned and personalised at scale. The platform will be combined with VidMob, whose solutions are built on proprietary machine learning and integrated with social media platform APIs, allowing a network of 'creators' to understand which creative attributes are driving performance, and develop personalised marketing communications.

VidMob says it will now be able to offer 'the first full-stack creative operations solution', complementary to its own AI-powered creative analytics, Agile Creative Studio and Brand Governance suite of products, and its global network of 'expert creators'. The merger means ads can be automatically updated with real-time data feeds, and content can be localised for different geographic, cultural and business contexts.

Alex Collmer (pictured), founder and CEO of VidMob, comments: 'Creative automation frees up creators to focus on delivering higher value creative impact by removing the tedious formatting and versioning tasks that, with the advent of digital and personalisation, have taken over much of their time and energy. I'm thrilled to welcome the Chiligum team and look forward to working with them to accelerate our development of the operating system for intelligent creative'.

Web site: www.vidmob.com and www.chiligum.com.br .