• by Ray Schultz , December 7, 2022

Ad.net, an intent marketplace and digital performance ad service, has acquired IntentX, a commerce platform for publishers. Terms were not disclosed.

Mom Chan, co-founder, and CEO of IntentX, will join Ad.net as VP of Commerce. Vamsi Putrevu, co-founder and president of IntentX, will become ASd.net’s VP of engineering. 

“Combining Ad.net and IntentX’s expertise will help publishers grow their traffic, as well as diversify their revenue streams,” states Mom Chan, co-founder, and CEO of IntentX, who will join Ad.net as VP of Commerce.

Vamsi Putrevu, co-founder, and President of IntentX. Putrevu joins Ad.net as VP of Engineering.

Founded in 2019, IntentX serves such publishing partners as Accuweather, DailyMail, Fandom and PCWorld. The purchase will open up its publishing roster to Ad.net. 

Ad.net describes itself as “the intent marketplace outside of Google and Bing.”

Ad.net’s 2021 partnership with Clarion Capital “allowed us to discover and invest in new technologies and solutions to bring greater value and ROI (Return on Investment) to our advertiser and peublishing partners,” states Ad.net CEO, Jon Waterman.”

Waterman adds, “With IntentX’s product set bringing high-intent customers, combined with Ad.net’s extensive client list of large brands, we can expect to see increased advertiser engagement and scale that leads to improved publisher monetization.”