IBM Buys Mobile Targeting Firm Xtify

In the US, IBM has acquired mobile targeting specialist Xtify, enhancing its offering in the areas of campaign creation, personalized content, dynamic real-time segmentation, and analytics for all mobile devices and browsers. Terms of the deal were not disclosed.

Founded in 2009, New York-based Xtify offers a platform through which to track those who visit e-commerce web sites, or use mobile apps, and then send them 'geo-relevant' personalized mobile content and promotional offers based on their preferences, customer segments and real-time physical locations.

Xtify CEO Josh Rochlin (pictured) says his firm's mobile messaging capability combined with IBM's analytics and cloud infrastructure will provide marketers with global reach and an 'arsenal' of rich content with which to influence and inform mobile consumers.

Web sites: www.ibm.com and www.xtify.com .