Digital Envoy Buys Location Science Analytics Business

Location data specialist Digital Envoy has acquired the analytics business of London-based Location Sciences. Terms of the deal have not been disclosed.

Location Sciences' platform analyses the accuracy and quality of location data used in proximity-targeted advertising, helping clients see which partners are delivering the most valuable targeting, and how accurate their audience-based location targeting is. Suppliers can use the service to understand whether their data sources are reliable and accurate.

The deal will include the sale of Location Sciences' visualisation analytics technology. Digital Envoy says the takeover will enable it to offer reports and visualisations on top of its existing products for non-AdTech clients in consulting, OOH, hedge funds, and real estate. Clients will have this access without having to share any ad ID or geographic coordinates associated with the analytic data.

Digital Envoy Chief Strategy Officer Josh Anton (pictured) comments: 'Obtaining quality verification and measurement data continues to be an uphill battle for clients as a result of GDPR. The acquisition of Location Sciences will leverage the strengths of both companies to provide high-quality location analytics and best-in-class data science best practices globally as consent-based legislation becomes the global norm'.

Web sites: www.digitalenvoy.com and www.locationsciences.ai .