NinthDecimal, the marketing platform powered by location data, has announced the acquisition of MoLOGIQ, an innovative mobile audience platform. According to the company, the acquisition will accelerate its data initiatives as it continues to address the growing business needs of marquee brands and agency partners.
MoLOGIQ taps into mobile behavioral insights and claims to provide marketers with a better understanding of what makes consumers engage with media campaigns. As a part of the acquisition, MoLOGIQ employees, as well as Arvi Kang, CEO and Partha Roy Chowdhury, CTO, will join the NinthDecimal team starting July 1, when the transaction is completed.
“MoLOGIQ has been focused on developing self-service audience solutions, data visualization, DMP and proprietary SDKs that are highly complementary to NinthDecimal,” said Kang.
“Being on the forefront of data and measurement innovation, NinthDecimal is a natural fit with our vision and culture, and provides an ideal growth platform for the realization of our ultimate vision.”
According to the company, the MoLOGIQ audience platform processes data signals from its proprietary software development kits (SDKs), public demographic data, land parcel data, and voter registration data. Its SDK is present in more than 50 million unique devices, which provides data signals for both Android and iOS.
Its geo-spatial infrastructure facilitates mapping of users’ devices to their household addresses in a privacy-friendly manner, thereby helping bridge online and offline data sets to drive a range of marketing applications. NinthDecimal feels that this would help enhance the reach and scale of its own proprietary Household Graph.
“There has been an overwhelmingly positive response and demand for our data and measurement solutions. Clients are increasingly asking us to solve problems that go far beyond the traditional uses of location data, especially those related to omnichannel ROI measurement capabilities,” said Michael Fordyce, CEO of NinthDecimal.
“In our industry, rapid innovation and time to market is critical for success. As a part of NinthDecimal Labs, the MoLOGIQ team will play an important role in accelerating the development of new solutions.”
Post acquisition, NinthDecimal states that it will have the largest mobile device reach of any location intelligence company in the US. Moreover, the addition of MoLOGIQ’s SDK, combined with other strategic partnerships established over the past year, has led to the majority of NinthDecimal data now being sourced from publisher SDKs and direct publisher integrations, making it one of the largest sources of precise and accurate location data available.
Apart from the acquisition, the company is also announcing the formation of NinthDecimal Labs, a new group dedicated to develop and deliver the next generation of location-derived marketing solutions. The labs aim to unlock market opportunities for brands and agency partners.
According to the company the labs will be supported by a world class team of scientists and engineers, and will continue the company’s exploration of advanced data technologies such as artificial intelligence (AI) while expanding the capabilities of current product initiatives including data visualization.
The group will include technology leaders such as Roy Chowdhury, taking on the newly created role of NinthDecimal Labs CTO, and Kang, who becomes Head of Business Development for NinthDecimal Labs.
“Combining the power and reach of NinthDecimal and MoLOGIQ puts us at the center of location data innovation,” said Roy Chowdhury.
“Our focus as NinthDecimal Labs will be to solve our clients’ business problems with highly effective and custom solutions.”