Dentsu has acquired LeapFrog Online and will fold the company into the firm's search and performance marketing shop iProspect. iProspect, based in Evanston, Illinois, currently employs 150 people.
iProspect can currently customize the ad experience for a person doing an online search using information they have about the searcher. The LeapFrog acquisition adds a similar technology to the iProspect portfolio and will provide the ability for brands to customize the post-click landing page experience based upon what is known about the person landing on the page.
This technology can offer alternative creative and/or offers to individuals based on their demographics, online habits, and interests, allowing for more targeted visuals and offers which better align with a person's expressed interests.
Of the deal, iProspect U.S. President Jeremy Cornfeldt toldThe Wall Street Journal the acquisition "connects us to clients’ digital assets in a way we hadn’t been connected before. We’re typically working with media dollars for paid search, social and display, and we’re doing SEO work. Now, we’re actually creating experiences that represent a client’s brand and build that relationship with the consumer."
It's a growth opportunity for Dentsu, as performance and data-driven marketing is growing much faster than traditional marketing, according to Dentsu Aegis CEO Rob Horler.