Collective Media Buys Personifi in 8-Figure Deal
ADOTAS – Collective Media, an interactive advertising network and technology provider, has scooped up Personifi, a provider of audience targeting technology to Web publishers, ad networks and mobile providers. The company didn’t disclose financial details but a source at Collective told ADOTAS that the deal was worth eight figures in cash and stock.
Collective snagged the company to strengthen its current integration with Personifi’s ad targeting and content classification capabilities – Collective worked with Personifi since October of 2007 and decided to buy it because of its unique, effective approach to content classification and audience targeting.
More than half of Collective’s campaigns include Personifi’s targeting solutions, which use mathematical algorithms to evaluate the content of a Web page and create contextual and behavioral segments. Collective leverages the data and offers clients ad options across 26 standard audience segments and thousands of custom categories.
Personifi will continue to operate as a separate business unit under the Collective Media umbrella.
According to eMarketer, spending on behavioral targeting will reach $3.8 billion by 2011.
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