InMarket buys NinthDecimal to compete with Foursquare more effectively

The company positions itself as an ‘omnichannel’ marketing platform instead of a ‘headquarters’.

Data Providers and Position Analysis InMarket and NinthDecimal join forces. InMarket buys the latter for an unknown price.

The joint entity, InMarket, says it sold $ 100 million on the first day, sold 550 partners, and served a variety of brands, agencies, and publishers. (The company claims to have had a partnership with ‘more than 2000 brands, agencies, publishers and platforms’ so far.)

It should compete better with Foursquare. The acquisition was likely motivated by several factors, including the need to grow further to better compete with market leader Foursquare. In addition, COVID-19 has put pressure on both companies’ sales and prospects.

The data localization/analysis segment is consolidating and more mergers and acquisitions are likely to create less business with more resources and reach. About a year ago, InMarket bought ThinkNear from navigation service provider Telenav. Foursquare recently merged with Factual and previously acquired with Placed by Snap.

Omni-channel positioning. ‘Bringing the powerful NinthDecimal solutions to InMarket creates the ultimate marketing platform – audience, activation, attribution, analytics – for marketers to launch a marketing program for everyone. the channels create a 360 degree closed loop. and run a species-buying campaign.

Note the absence of expressions such as “location” or “location information”. The proposal and presentation describe a more comprehensive and brand-conscious “omnichannel” marketing platform that connects online and offline performance data.

Data Providers and Position Analysis InMarket and NinthDecimal join forces. InMarket buys the latter for an unknown price.

The joint entity, InMarket, says it sold $ 100 million on the first day, selling 550 partners and serving a variety of brands, agencies, and publishers. (The company claims to have had a partnership with ‘more than 2000 brands, agencies, publishers and platforms’ so far.)

It should compete better with Foursquare. The acquisition was likely motivated by several factors, including the need to grow further to better compete with market leader Foursquare. In addition, COVID-19 has put pressure on both companies’ sales and prospects.

The data localization/analysis segment is consolidating and more mergers and acquisitions are likely to create less business with more resources and reach. About a year ago, InMarket bought ThinkNear from navigation service provider Telenav. Foursquare recently merged with Factual and previously acquired with Placed by Snap.

Omni-channel positioning. ‘Bringing the powerful NinthDecimal solutions to InMarket creates the ultimate marketing platform – audience, activation, attribution, analytics – for marketers to launch a marketing program for everyone. the channels create a 360 degree closed loop. and run a species-buying campaign.

Note the absence of expressions such as “location” or “location information”. The proposal and presentation describe a more comprehensive and brand-conscious “omnichannel” marketing platform that connects performance data online and offline.

Third-party validation. InMarket also places an emphasis on audience validation and third-party assignment methodology, as well as the accuracy of location data. The company states, “We are the only platform offering individual auditions for certified and/or validated awards from independent third parties, including public science for the public and Comscore for our reach, visit methodology/data and data accuracy”.

This statement is intended to offset the furious announcement about MRC accreditation. In 2017, the MRC drew up guidelines for measuring location advertisements and Foursquare only granted the first accreditation. This type of third-party validation is essential for any business looking to compete in the future.

The management team joins InMarket to a ninth decimal place. Mike Fordyce, CEO of Nona Decimal, will become a corporate director and president David Staas will become product director. And InMarket is now headed by current CEO Todd Dipaola.

Because we care. 

It becomes more difficult to obtain location data, even as brands and retailers consider its value. With Apple’s (and Google’s) efforts to give consumers more control over their location and limit ad tracking, the scope of the future matters.

Job analytics is a segment with maybe 15 or 20 small businesses competing for education and advertising. Finally, there are probably four or perhaps five relatively large vendors that can offer competitive levels of technological sophistication and reach.

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