IAS Buys Semantic Targeting Specialist ADmantX

In the US, advertising intelligence specialist Integral Ad Science (IAS) has acquired ADmantX - a semantic technology firm which offers cookie-free tracking. Terms of the deal have not been disclosed.

Hartford, CT-based ADmantX offers advanced semantic page-level analysis that uncovers reader emotions, behavior and intentions, in order to match ads with similar emotional appeal, without using cookies. Through natural language understanding and machine cognition, the company says its technology delivers 'near-human comprehension' of online content - at scale - to help match ads to relevant content.

IAS says the deal brings together ADmantX's cognitive semantic-based solutions with its own suite of ad verification products, enabling publishers and advertisers to match ads with relevant online content at the page level. In addition the acquisition adds a combination of patented technology and related expertise to IAS, as well as relationships with brands and premium publishers worldwide.

ADmantX CEO Giovanni Strocchi (pictured) comments: 'The ADmantX team is thrilled to be joining IAS, an organization that leads through data and science. The addition of our cognitive and linguistic intelligence technology to IAS will supply the industry with tools to drive ad adjacencies and increase customer engagement without limiting scale and optimize publisher content inventories'.

IAS, which is owned by private equity firm Vista Equity Partners, is online at www.integralads.com , while ADmantX is on the web at www.admantx.com .