Portuguese Customer Data Platform Velocidi Acquired

US and UK-based API infrastructure platform Kevel, which is used to build custom ad platforms, has acquired Portuguese audience segmentation and customer data platform Velocidi. Terms of the deal were not disclosed.

Porto-based Velocidi, which also has a presence in New York, offers machine learning tools for building user segments for use in ad targeting, including on-site or in-app content personalization. All audience segmentation uses first-party data collection.

As part of the deal, all Velocidi's full-time employees will join Kevel, which says the acquisition will enable it to enhance user segmentation and content personalization in a 'privacy-first' way. James Avery, CEO and founder of Kevel, says the combination will make it easier to build a new, high-margin revenue stream that doesn't compromise on the user experience or security.

Paulo Cunha (pictured), CEO of Velocidi, comments: 'Velocidi's dedication to privacy-first audience segmentation aligns well with Kevel's vision of privacy-first digital monetization. We're thrilled to partner with them to offer more functionality to both our customers and theirs. By enabling more functionality for advertisers to target their customers, publishers have the opportunity to build ad platforms that can compete with ones from Amazon, Walmart, and eBay'.

Web sites: www.kevel.com and www.velocidi.com .