• by Tyler Loechner  @mp_tyler, November 12, 2014

Semcasting, an audience targeting platform that uses IP addresses instead of cookies, on Wednesday announced its acquisition of The Marketing-Grid, a Buffalo-based ad agency that serves regional banking, retail and energy services, real estate and B2B industries, per a release.

Terms of the deal were not disclosed.

Semcasting’s programmatic ad-buying platform, Smart Zones, creates IP-based “zones” that advertisers can target within. The Marketing-Grid has used the platform and was one of its early adopters, per a release.

Following the acquisition, Semcasting will build out a regional solutions team to promote the platform to The Marketing-Grid’s core clients as well as other mid-market players.

“Our partnership with The Marketing-Grid has grown steadily over time,” stated Ray Kingman, CEO of Semcasting. “Their efforts have been helpful in driving the adoption of the Smart Zones technology into the region. Making The Marketing-Grid a part of the Semcasting organization was the logical next step in our relationship and one that will benefit existing clients of both organizations.”