• by Laurie Sullivan  @lauriesullivan, September 9, 2020

InMarket on Wednesday acquired assets from NinthDecimal, a pioneer in location-based attribution and analytics.

NinthDecimal’s strengths with brands across several vertical markets including home improvement, Telco and QSR add to InMarket’s strengths across CPG, Auto and Health,” said Todd Dipaola, CEO and founder of InMarket. “There is less than a 2% overlap of customers, which was a big factor in why this makes so much sense for both companies.”

Dipaola estimates combined revenue of $100 million in 2020, supported by more than 200 employees who can now offer a suite of products, from audiences and real-time activation to attribution and analytics across channels from digital to out-of-home and television.

Marketers today rely on multiple vendors for audience targeting, media buys, attribution and analytics. InMarket now offers it all, with each part of the solution verified or certified by third parties like Comscore and Location Sciences.

In late August, InMarket integrated Location Sciences verification services into its platform to enable buyers to purchase audited location data audience sets before they make the purchase, rather than after the campaign.

More than 90% of NinthDecimal employees will join InMarket. Notably, NinthDecimal CEO Michael Fordyce is joining as chief business officer; and President David Staas is joining as chief product officer. 

Dipaola said more than two dozen patents will power the combined companies. The tech that powers the visit lift method for the LCI Attribution is a huge boost to the InMarket solution suite, he said.

As for the NinthDecimal brand, it will remain under the InMarket umbrella as NinthDecimal powered by InMarket. Its solutions, for example