Local mobile ad netwrok xAD has acquired the remaining assets of Go2 Media including the direct-to-consumer business, mobile web properties, brands and search sites of the mobile media company.
Through the purchase, xAD aims to expand the publisher base and reach for its mobile ad network. In particular, the company expects to boost its mobile audience with prime on-deck placement of its
content across all major U.S. wireless carriers. xAD last year received $4 million in venture funding from Emergence Capital, which has backed companies including Salesforce.com, aQuantive and
Doubleclick.
Using proprietary search algorithms, xAd's LocalAdXchange is meant to identify "who, what, and where an end user is," and target ads based on that information. The company says it
has more than a million local and national performance-based advertisers. Poynt Corp. last month acquired the local ad-serving technology of Go2 Media for $450,000. Terms of he xAD deal were not
disclosed.
