'Rich Profiles' Provider ICX Media Acquired

US marketing agency Salient Global has acquired data technology company ICX Media, which offers patented data science and AI tech to expand market segments with data from first, second and third-party sources. Terms were not disclosed.

ICX has created nearly 100 million unique 'Rich Profiles' for use in media buys, data-driven storytelling and co-branding campaigns. Each of the profiles offers demographic, psychographic, sentiment, interest, online behavior, cultural and other CCPA-compliant data markers.

Following the deal, ICX and its patents will be added to Salient Synapse, a proprietary suite of data products, and Salient will invest in expanding the ICX IP into additional product applications and international markets. ICX founder and Board Chairman Michael Avon (pictured) will become a Salient advisor and Board member, while ICX joins the Salient network, which includes recently acquired experience and innovation firm timecraft, and creative agency Honeymoon.

Guy Cierzan, Salient's Chief Strategy Officer, comments: 'ICX's technology delivers on a major need for brands seeking a better way than traditional third-party cookie performance, which will only become more critical in the so-called 'cookieless future'. By enriching zero- and first-party customer data sets with ICX's technology, we can deliver the kind of enduring growth that no cookie-based audience targeting can provide'.

Web sites: www.salientglobal.com and www.icxmedia.com .