Rubicon mission Scoops Up Chango

ad technology firm, Rubicon mission, introduced Wednesday that it is shopping for intent-marketing begin-up Chango for approximately $122 million. This marks the seventh acquisition for Rubicon venture, and but more consolidation within the ad tech market.

Toronto-primarily based Chango’s intent-marketing know-how harnesses behavioral, contextual and search information to focus on, and retarget, ads programmatically across the web.

“The Chango acquisition will permit Rubicon venture to amplify its premium merchandising marketplace with intent advertising and marketing technology that includes get entry to to key phrase, contextual concentrated on and retargeting budgets. via this acquisition the corporate will carry get admission to to a further $35 Billion of intent marketing spend to the Rubicon project marketplace,” said the corporate in the announcement.

Chango technology will be built-in into Rubicon project’s purchaser Cloud. The acquisition dovetails with the company’s programmatic direct capabilities — enabled through its other acquisitions of iSocket and glossy commercials — and produce more top rate advertisers to its purchaser Cloud. Chango reports its consumers embrace more than 60 of the Fortune 500 advertisers.

“Chango’s expertise brings key phrase, contextual focused on and retargeting to premium display, cell and video promoting.,” stated Frank Addante, CEO, Founder & Chief Product Architect, Rubicon mission. “this will likely enable us to deliver intent advertising budgets to an impartial, open market that serves premium patrons and retailers at scale for the first time.”

Chango approaches a couple of trillian web page views per month and billions of search queries from Google, Yahoo and Bing. It pairs up search query data with contextual information from a webpage or app page to target customers with commercials for services for which they’ve verified intent through search and content. Rubicon venture, which has operated on a CPM model, will add cost-per-click on and cost-per-acquisition pricing to its choices with Chango, to facilitate each branding and efficiency promotion.

Intent advertising is a rising ad tech segment. remaining June, intent marketing platform Yieldbot raised $18 million in collection B funding. Chango had raised over $18 million in four rounds prior to the acquisition.

concerning the writer

Ginny Marvin

As 0.33 Door Media’s paid media reporter, Ginny Marvin writes about paid affiliate marketing online topics together with paid search, paid social, show and retargeting for Search Engine Land and advertising Land. With more than 15 years of selling expertise, Ginny has held each in-home and agency management positions. She offers search advertising and demand era recommendation for ecommerce corporations and may also be found on Twitter as @ginnymarvin.

(Some photography used under license from Shutterstock.com.)