In the US, data-driven marketing solutions provider Stirista has acquired location-based data measurement and attribution platform Nikaza. Terms of the deal have not been disclosed.
Launched in 2016 by former Neustar exec Mano Pillai (pictured) and headquartered in Reston, Virginia, Nikaza was developed to understand consumer interactions across the physical and digital worlds, and connect brands to people in and out of the home. User businesses can provide smartphone users with a contextually relevant interaction with physical world objects nearby.
With the Nikaza acquisition, Stirista will offer a solution that allows marketers to use data-driven first party location insights, build targeted segments, and measure campaign effectiveness. In addition, the deal will enhance Stirista's media buying platform AdStir, enabling brands and agencies to run omnichannel campaigns and measure their effectiveness through multi-touch attribution of in-store and online purchases.
Pillai comments: 'The Nikaza platform fills in the gaps in traditional attribution models and helps measure the effectiveness of marketing spend across channels including CTV, mobile, out of home and online. Stirista has built its reputation on delivering data-driven marketing campaigns for enterprise and mid-level brands, and building on our collective expertise, the AdStir platform will be second to none in the marketplace'.
Web sites: www.stirista.com and www.nikaza.io .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.