LiveIntent had announced last week the planned acquisition of the ‘AVARI recommendation engine’ product from RetentionGrid Limited in Germany, this now appears to be concluded as it is reported and highlighted on the AVARI.IO website maintained by RetentionGrid.
LiveIntent stated they would use the purchase as a springboard into the German market, as part of the product acquisition some key members of RetentionGrid staff who worked on the AVARI platform would be taken on by LiveIntent. These team members will join LiveIntent and form the crux of operations in Berlin.
The AVARI Recommendation Engine will be added to LiveIntent’s technology stack. The Engine will provide LiveIntent with a greater ability to ensure that every ad and piece of content they deliver is more dynamic and relevant to the opted-in recipients that make up LiveIntent’s 110MM monthly unique users.
“It’s been less than a year since we opened our first international offices in the UK and we’ve had such astronomical success with it, we’ve decided to pursue more,” said LiveIntent Founder and CEO Matt Keiser. “Our platform presently empowers over 500 brands and advertisers to deliver marketing messages and advertisements to 110MM unique people through over 750 top brands and publishers but there’s a hunger out there to bring our people-based marketing to new markets, and opening our Berlin office is a great next step.”
LiveIntent’s acquisition will provide enhancements to their email product in three distinct ways:
- Improve Recommendations: The purchase will supplement LiveIntent’s existing data science and prediction technologies to make better recommendations to new and existing audiences.
- Real-Time Social Activity: In addition to enhancing how LiveIntent serves advertisements and content, LiveIntent will, for the first time, incorporate Social Activity. This will enable brands to include their most real-time social engagement dynamically in email.
- Expanded Retargeting: Finally, the Recommendation Engine will augment LiveIntent’s current retargeting capabilities and move the company yet another step closer toward bridging the gap between marketing technology and advertising technology.
The financial details of the deal have not been disclosed.
