InMarket Buys Location Data Platform NinthDecimal

In the US, 360° consumer intelligence and location analytics provider InMarket has acquired location data-led customer growth platform NinthDecimal, for an undisclosed sum.

NinthDecimal's platform is powered by location data from trillions of data points from more than 150 million unique users every month. This data can be used to build an understanding of consumers' physical world behavior, and activated through audience targeting, measurement, insights and data licensing solutions. The firm also offers its proprietary audience intelligence technology Location Graph, and its off-line attribution solution Location Conversion Index, providing a household to device matching capability.

According to InMarket, the combination of the two firms will create the 'ultimate marketing platform' for audience, activation, attribution and analytics. As part of the deal, NinthDecimal's leadership team will join InMarket, with NinthDecimal CEO Mike Fordyce becoming Chief Business Officer; and President David Staas becoming Chief Product Officer. The deal follow's InMarket's acquisition of location-based mobile marketing and targeting platform Thinknear a year ago.

Todd Dipaola (pictured), CEO and founder of InMarket, comments: 'The NinthDecimal team shares our vision for building an effective, transparent, 360° data-driven company to help our brand partners discover what matters for growth. NinthDecimal's technology and team rounds out our portfolio and enables us to provide our customers with industry's leading closed-loop targeting, real-time activation, attribution and analytics through a single provider'.

Web sites: www.inmarket.com and www.ninthdecimal.com .