ispDigital (ISPD), the ad-tech holding company controlled by the Rodes family, this morning announced the acquisition of Happyfication, a New York-based company that it describes as offering“cognitive marketing technology” to help marketers “leverage data-driven marketing across all media.”
Terms of the deal were not disclosed, but ISPD said it follows a pre-existing working relationship to develop solutions for its clients, including Adrien Gagnon, GoTo, and PepsiCo.
As part of the deal, some of Happyfication’s staff will join ISPD’s Digilant unit, including co-founder Damon Crepin-Burr, who becomes chief strategy officer of Digilant.
Digilant -- which began life as Havas-owned Adnetik, one of Madison Avenue’s first agency trading desks -- was spun off to ISPD from Havas in 2014.
“The acquisition of Happyfication allows us to offer brands new ways to plan and execute online and offline experiences to connect with customers,” ISPD CEO Andrea Monge, said in a statement, adding: “We are taking another step to provide the best tools needed to accelerate strategic initiatives that achieve strategic objectives.”