Adrian J Cotterill, Editor-in-Chief
InMarket, the leader in 360° consumer intelligence and real-time activation, has acquired assets from NinthDecimal, one of the early pioneers in location-based attribution and analytics.
Michael Fordyce, CEO of NinthDecimal told us “I’m incredibly proud of the amazing accomplishments of the NinthDecimal team over the years, and our ability to set the standard for location attribution and innovation across the industry. InMarket’s undeniable momentum and results-driven, real time platform are setting the standard for how marketers can drive return on ad spend and create great user experiences. This transaction provides leading brands and agencies access to a comprehensive, best-of-breed platform that moves beyond vanity metrics and delivers data-driven results.”
We are told that the deal cements InMarket as the leading real-time, data-driven marketing company, with USD 100 million in revenue and over 200 employees, offering a suite of solutions including a media SaaS platform, insights as a service (IaaS) and data as a service (DaaS).
The acquisition brings together a complementary portfolio of award-winning, high-performance marketing solutions, built upon permission-based location and item-level transaction data. Marketers will now have access to an omnichannel platform that includes location and transactional audiences; GeoLink self-service marketing with real-time Moments; Location Conversion Index (LCI) attribution; and a robust set of advanced analytics — all via one partner.
NinthDecimal’s senior leadership will bring their talents to InMarket in key roles: CEO Michael Fordyce joins as Chief Business Officer, and President David Staas joins as Chief Product Officer. These additions, alongside recent board appointments of Todd Morris, CEO of Label Insight and former Catalina Marketing Global President, and Dave Zinman, Global President of Deputy and former COO of Drawbridge, provide InMarket with one of the most formidable and experienced leadership groups in marketing.
Todd Dipaola, CEO and Founder of InMarket said “The NinthDecimal team shares our vision for building an effective, transparent, 360° data-driven company to help our brand partners discover what matters for growth. We’re at an inflection point for this industry, where results, data quality and sources matter. NinthDecimal’s technology and team rounds out our portfolio and enables us to provide our customers with industry’s leading closed-loop targeting, real-time activation, attribution and analytics through a single provider. We are excited to welcome the NinthDecimal team and are humbled to be the rapidly-growing leader in the space.”
Since 2010, InMarket has grown sustainably, outpacing highly-funded competitors in terms of innovation and growth. Its vision is to set the standard for accountable, data-driven marketing. The NinthDecimal transaction is the second for InMarket in the past year. In August 2019, it acquired location pioneer ThinkNear from Telenav.
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