Online ad exchange and analytics system MediaMath Wednesday said it acquired Adroit Interactive, and said it would integrate Adroit's systems for dynamically targeting ads geographically, behaviorally
or demographically for advertisers and publishers. The companies said Adroit's technology, "customizes display ads in real time from multiple creative elements and can adjust details of banners
on-the-fly based on factors like geographic location, publisher Web site and an ad's past performance."
Nice move, I like it!