A6 Corporation, a Seattle-based Internet marketing data company, has gone coast-to-coast to find its programmatic match. The company on Tuesday announced the acquisition of ReachLogic Media, a New York-based programmatic trading desk.
Terms of the deal were not disclosed.
A6 is looking to position itself as a more involved player in the programmatic space. The company previously only sold its data to trading desks, demand-side platforms (DSPs), and networks -- which it says it will still do -- but it can now run campaigns for advertisers directly.
A6 will keep its engineering team in Seattle. The company’s trading desk sales and service team will be based in Manhattan.
“We needed a way to service advertisers directly, and we needed to be in New York,” stated William Urschel, founder and CEO of A6 Corporation. “ReachLogic has a great team of RTB experts who came out of AppNexus.”
A6 has created a “living map” of online advertising-relevant Web pages -- over 13 billion of them, the company claims. It “ranks each page for quality and influence against other pages in the same subject realm,” a company representative said.
Gareth Glaser, ReachLogic’s co-founder, has been named general manager of sales at A6. The company’s other co-founder, Dan Portoff, has been named director of sales. Both Glaser and Portoff previously worked for AppNexus.