• by Joe Mandese  @mp_joemandese, December 8, 2021

Media-planning software and systems provider Telmar has acquired Helixa, a data-driven, audience intelligence platform used by advertisers, agencies and the media to segment and target consumers.

Terms were not disclosed, but Helixa has a staff of nearly 40, according to its LinkedIn profile, and both companies are headquartered in New York City.

The companies said the merger gives Helixa the "resources to accelerate global expansion, enhance its media planning capabilities and develop activation solutions."

As part of the deal, Helixa CEO Florian Kahlert joins Telmar’s executive team and Helixa’s senior management will continue to support Helixa as a free-standing operation, although Helixa clients will gain access to Telmar's media-planning tools and data, while Telmar clients will gain access to Helixa's ability to use social data to provide media audience insights, as well as the ability to segment them.