Media6Degrees Buys EveryScreen Media To Enhance Mobile Ad Targeting

Data-driven ad-targeting firm Media6Degrees has acquired mobile media-buying and targeting start-up EveryScreen Media. Financial terms of the deal were not disclosed.

With the help of New York-based EveryScreen, Media6Degrees hopes to offer clients better mobile ad-targeting services. “The acquisition … is a natural extension of our existing business and core strengths,” said Tom Phillips, CEO of Media6Degrees. Replacing co-founder Joe Doran, Phillips left Google in 2009 to take the reins at Media6Degrees.

As Phillips is quick to point out, a lot has changed since 2009, when broad mobile adoption among U.S. consumers was still a dream. “Consumers are mobile, and understanding their brand preferences outside the browser is critical to marketers,” Phillips added.

Having taken the time to get to know each other, Media6Degrees -- or “m6d” as it now likes to be called -- has been working with EveryScreen for about two years.

Per the deal, EveryScreen Media CEO Bob Geiman is expected to join the Media6Degrees team as senior advisor, along with ESM executives Josh Engroff, Tom O’Reilly and Lauren Moores, who assume the roles of GM of Mobile, vice president of mobile technology and vice president of analytics, respectively.

In the immediate term, Media6Degrees will continue to offer its existing ad targeting service, ProspectRank, along with EveryScreen’s mobile DSP solution. In the coming months, the company is planning a tighter integration between the disparate data sets and ad-serving platforms.

Media6Degrees also hinted at additional acquisitions before the end of the year.

Media6Degrees competitors include RadiumOne, SpecificMedia, Advertising.com, 33Across and Lotame

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