US Acquisition Creates Location Data 'Leader'

Location data marketing platform NinthDecimal has acquired mobile audience platform MoLOGIQ, giving it 'the largest mobile device reach of any location intelligence company in the US'. The buyer firm has also launched a 'Labs' team to focus on developing new solutions.

Tapping data from 'trillions of data points' from 230 million unique devices every month, NinthDecimal offers audience intelligence tool Location Graph, and off-line attribution solution Location Conversion Index (LCI). The latter uses household-to-device matching to link online and off-line data, powering omnichannel offerings.

MoLOGIQ CEO Arvi Kang says the company has focused on developing 'self-service audience solutions, data visualization, DMP and proprietary SDKs that are highly complementary to NinthDecimal', and believes the new parent company 'provides an ideal growth platform for the realization of [MoLOGIQ's] ultimate vision'. Kang, CTO Partha Roy Chowdhury and the rest of the team will join NinthDecimal from Monday, when the transaction is completed.

Michael Fordyce, CEO of NinthDecimal, comments: 'Clients are increasingly asking us to solve problems that go far beyond the traditional uses of location data, especially those related to omnichannel ROI measurement capabilities. In our industry, rapid innovation and time to market is critical for success. As a part of NinthDecimal Labs, the MoLOGIQ team will play an important role in accelerating the development of new solutions'.

The new NinthDecimal Labs will continue the company's exploration of advanced data technologies such as AI, while enhancing current products in areas such as data visualization. Roy Chowdhury, a veteran of engineering teams at Salesforce and Verisign, will take the title of CTO of the Labs, while Kang becomes its Head of Business Development.

Web site: www.ninthdecimal.com .