Inmar Intelligence has made a deal to acquire San Francisco-based digital marketing company Aki Technologies. The move would expand its retail media and personalized advertising capabilities for retailer and brand partners.
In light of the pandemic and other recent catalysts for improved customer-centricity, consumers increasingly expect “above-and-beyond” convenience and relevance from retailers and brands they engage with. The booming retail media category boasts superior consumer data as one of its foundational advantages. However, according to Inmar, most offerings lack the technology required to create personalized experiences at scale, especially when it comes to digital engagements like paid media and offers.
The consummation of this strategic acquisition will enhance Inmar Intelligence’s retail data media solution with the addition of Aki’s patented personalization technology, designed to use rich media to create more relevant experiences, including personalized contextual advertising, personalized virtual circulars featuring digital coupons and price promotions, and personalized offer-based advertising. More importantly, Inmar’s offerings will enable the real-time measurement of these tactics in terms of their impact on in-store and online sales.
“The combination of Aki with Inmar’s ShopperSync customer data offerings, will uniquely enable retailers to more powerfully use data to create impactful, personalized consumer experiences at scale,” said Aaron Kechley, general manager of media and data at Inmar, in a new media release. “Aki’s moments methodology helps retailers to effectively connect with consumers by identifying when consumers are most receptive to advertising and then using multi-patented personalization technology to serve up the best deals and promotions that will resonate with them at a particular moment.”
Aki holds four personalization technology patents and does not rely on personally identifiable information. The company will arm Inmar with additional contextual advertising solutions for a privacy-compliant world.
“Early on, we set out for Aki to become the company that would help great businesses grow by building more powerful interactions between brands and their audiences. This vision drove us to create a methodology that would be future-proof for the years to come,” said Scott Swanson, CEO of Aki Technologies. “With the capabilities and assets Inmar Intelligence offers, we couldn’t think of a more inspiring alliance to help accelerate the growth of Aki’s technology to its full potential and deliver further value to our customers and their consumers.”
The acquisition is subject to the satisfaction or waiver of customary closing conditions, including expiration or termination of the waiting period under the Hart-Scott-Rodino Antitrust Improvements Act of 1976, as amended, and is expected to close in the fourth quarter.