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BizReport : Advertising : January 08, 2014

Ad Roundup: Acquisitions, new hires and funding

Consumers aren't the only ones taking a fresh look at 2014 - three moves in the online ad space underline the importance of strategy and data analysis in the New Year.

by Kristina Knight

First, Apigee will acquire InsightsOne, a move which expands the analytics provided by Apigee's platform. InsightsOne will be integrated into Apigee's mobile app platform, APIs and data analytics.

"Success in today's mobile-first digital world requires as single vision that spans and connects business and technology," said Chet Kapoor, Apigee CEO. "In this new world, the business intelligence and context gleaned through the massive amount of big data available about customers, products, developers -- every part of a digital business -- must be tightly integrated with technology infrastructure to affect real change. InsightsOne dramatically expands Apigee's big data predictive analytics capabilities, and we welcome the accomplished InsightsOne team to Apigee."

Meanwhile, based on strong performance in 2013, Integral Ad Science has secured $30 million in funding from August Capital. According to company information, Integral doubled their revenue for the year and held on to 98% of its clients through 2013.

"Integral Ad Science has been at the forefront of technological innovation for media-quality issues that the industry is facing," said Scott Knoll, CEO of Integral Ad Science. "Coupled with our commitment to neutrality, Integral has quickly become the partner of choice for stakeholders seeking to eliminate waste and optimize around true advertising quality and ultimately improve effectiveness."

Finally, an executive move underlines the importance of strategy in the online ad space. This week Drawbridge added Richard Johnson, former vice president of sales with MediaMath, to its executive team. Johnson's history includes expanding revenue across verticals as well as management of several domestic regions; this kind of move underlines the importance of online properties in the ever-expanding online marketplace.

Tags: advertising tools, advertising trends, Apigee, Drawbridge, Integral Ad Science, online advertising

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