Programmatic player Rubicon Project has bought intent data company Chango in a deal worth US$122 million ($160.4 million) which will bring intent purchase data onto Rubicon's trading platform.
The deal struck in New York overnight gives Rubicon and its customers access to Chango's keyword, contextual, and re-targeting data, allowing greater access to the entire intent-to-purchase chain.
Chango currently processes the data from one trillion page views per month and billions of search events from search engines such as Google, Yahoo!, and Bing.
However, while basic keyword search data is one thing, Chango adds on contextual information from the content on a website or application's page as well as offering re-targeting data.
One of the upshots of the acquisition is that Rubicon may pivot from a CPM model to incorporate cost-per-click and cost-per-acquisition offerings.
CEO of Rubicon Frank Addante said it is looking forward to bringing in budgets from what it estimates is a $35 billion industry.
“This will enable us to bring intent marketing budgets to an independent, open marketplace that serves premium buyers and sellers at scale for the first time,” Addante said.
“Our combined capabilities will help to grow and innovate the US$35 billion intent marketing category, while also fuelling a rapid acceleration of Rubicon Project’s overall Buyer Cloud business, advancing our technology roadmap and team build-out by more than one year.”
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