YuMe Acquires Audience-Targeting Company Crowd Science
Leading multi-screen advertising network YuMe announced its acquisition of audience targeting-based tech company Crowd Science on Tuesday. Crowd Science's audience management system CITRUS uses both survey technology, data intelligence, and contextual and behavioral interpretation to more accurately target audiences. With CITRUS, Crowd Science generated more than 850 brand-oriented audience segments in just four years.
"We've been laser-focused on enhancing audience measurement, modeling and targeting, and Crowd Science will be the perfect complement to our data science group that's been driving that effort," said Jayant Kadambi, Co-founder & CEO of YuMe.
With the acquisition of Crowd Science, and its first-party audience solution CITRUS, YuMe can build and extend its multi-screen audience solution, Audience Amplifier, helping brands target better audiences across video.
"Crowd Science technology allows us to significantly improve our audience reach, measurement and segmentation capabilities,” Kadambi said.
In addition the acquisition of Crowd Science's unique CITRUS platform, YuMe will introduce new additions to its marketing-research and engineering teams.
"The future of brand advertising will be defined by those with strong consumer data and broad reach in video across multiple platforms,” said Co-Founder of Crowd Science John Martin, who started the company with partners John Wainwright and Paul Neto in 2008.
“The combination of Crowd Science's audience targeting technology and YuMe's Connected Audience Network will allow us to quickly and dramatically move the industry forward,” Martin said.