Semcasting Acquires Transparency AI

Targeting technology firm Semcasting has acquired Orlando-based Transparency AI (TAI), an automotive marketing attribution company, for an undisclosed sum.

Semcasting's patented Smart Zones IP-based targeting solution matches customers, prospects and devices to their most used locations and media, for high accuracy targeting. The two firms have worked together for the last two years, bringing attribution and media solutions to auto dealer groups and the top online auto listing publishers. TAI makes use of Smart Zones and Semcasting's Universal Data Exchange (UDX) to connect customer activity online - on web sites hosting individual and dealer group inventory for sale; and off-line, including test drives and other dealer visits - to help dealers measure the impact of their marketing spend.

Following the buy, the TAI team will continue to operate out of their Orlando and Minneapolis locations, under the new name of the Semcasting Auto Solutions Group. eMarketer says the US automotive industry will spend $9.94bn on digital ads in 2017 and $14.1bn by 2020.

Ray Kingman (pictured), CEO and founder of Semcasting, says the acquisition 'formalizes our partnership and is a natural extension of our core strategy of delivering deep insight through data to marketers in key markets - such as automotive, health care, finance, politics and retail'.

TAI founder and CEO Jon Lamb comments: 'The automotive industry has always been aggressive in its adoption of online and lead-generation technologies that improve results. Being able to prove the impact of online and offline activity at scale across-channels, locations and devices ensures that auto dealers and publishers are going to have the insight they need to optimize their ROI on ad spend'.

Semcasting is headquartered in North Andover, Massachusetts. Web sites of the two firms are at www.transparency.ai and www.semcasting.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.