WATCH: Magnetic Acquires Cognitive Match

Written on
May 28, 2014 
Mike Daly  |

ADOTAS – Digital ad technology platform Magnetic has acquired Cognitive Match, a dynamic creative optimization and site retargeting provider. The combined solution gives marketers the ability to apply the power of Magnetic’s search data to dynamic creative.

According to a spokesperson, Magnetic, led by CEO James Green (pictured), and Cognitive Match have been partnering on campaigns for more than two years. Cognitive Match Founder and CEO, Alex Kelleher, and his team will join the Magnetic team in New York, San Francisco and London, effective immediately. This acquisition comes on the heels of Magnetic’s recent international expansion to London and Toronto earlier this year.

“Havas has always been a pioneer in adopting real-time dynamic creative campaigns for our brand clients,” Sylvain Le Borgne, EVP Data Platforms at Havas Media Group “A marriage between Magnetic and Cognitive Match will provide one integrated platform for engaging consumers with the right message. This will allow Havas to activate search intent and interests as part of the dynamic storytelling we are currently delivering thanks to our advanced data capacity.”

Below, Green and Kelleher discuss and celebrate the deal.

Mike Daly is an award-winning writer and editor with 30 years of experience in publishing. He began his career in 1983 at The News of Paterson, N.J., a long-since defunct daily paper, where at age 22 he was promoted to the position of Editorial Page Editor. Since then he has served in managerial capacities with several news organizations, including Arts Weekly Inc. and North Jersey Media Group in New Jersey and Examiner Media in New York. His work has been honored on numerous occasions by the New Jersey Press Association and the Society for Professional Journalists.

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