SellPoints Buys AdTech Startup ReTargeter in Web Marketing PushGabrielle Coppola
SellPoints Inc., which distributes media content such as web videos to help manufacturers market products, is acquiring six-year-old ad tech startup ReTargeter, SellPoints Chief Executive Officer Brian O’Keefe said.
The acquisition of ReTargeter, which had about $7 million in revenue last year, will let Emeryville, California-based SellPoints marry its trove of consumer data with ReTargeter’s ad network so that it can reach online shoppers across the Internet, O’Keefe said in a March 18 phone interview. He declined to disclose the value of the deal.
SellPoints, whose content appears on the websites of retailers including Best Buy Co. and Costco Wholesale Corp., is aiming to compete with companies such as Criteo SA, which went public in 2013 and has a $2.6 billion market value, privately-held AdRoll.com, and Google Inc.’s Dynamic Remarketing business, O’Keefe said. Remarketing allows companies to track consumers online and show them targeted ads to buy a specific product after they’ve left a retail site.
“The crown jewel in this market is access to the data, and we have that resource because we’re already on the page,” said O’Keefe. “We’re stitching together a web of e-commerce for manufacturers to heighten their digital marketing game.”
San Francisco-based ReTargeter, whose systems crunch data in milliseconds to show consumers targeted online ads, has raised $1.5 million in seed funding since its founding in 2009, according to Chief Executive Officer Blair Jeffris. Waller Capital Corp. served as financial adviser to ReTargeter.
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