‘This company thinks it can beat Google in a critical area – and it just made a $122 million buy to help’ – Business Insider
Lara O’Reilly says, “Rubicon Project, the programmatic advertising company that went public last ear, acquired Toronto-based search and ad regargeting companyChango on Tuesday for approximately $122 million in cash and stock (but primarily stock).
Toronto-based Chango specializes in “intent marketing,” mixinginformation from search queries with behavioral, contextual (the kind of content a web user is consuming), and advertiser data to allow brands to better target their ads.
As AdExchanger points out, Chango gives Rubicon Project (which originally started out as a supply-side-platform – or SSP – to help publishers and app developers monetize their content) more clout on the other side of the market”.
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