That’s the thinking behind Adroit Digital’s acquisition of Arcametrics, a small North Carolina-based company whose technology uses predictive modeling to create lookalike audiences based on high-quality customers.
Adroit declined to share details of the deal, including price, although company president Jacob Ross said current Arcametrics employees will join the Adroit team in “various technology roles.” Adroit plans to assimilate the Arcametrics brand into its own.
After being acquired by DSP MediaMath back in 2010, Adroit (known at the time as Adroit Interactive) was relaunched in 2013 as Adroit Digital based on the Advertising Decisioning Solutions (ADS) technology MediaMath had previously bought from Akamai. The result was a shared data co-op that Ross refers to as “Adroit’s crown jewel.”
Dubbed the Data Collective, Adroit’s shared data co-op is comprised of about 400 million customer profiles and tracks roughly 100 million unique purchasers each month, including transactional data related to in-market consumer behavior such as browsing, adding items to a cart and actual purchases. That data is then shared in an open model among 250 large-scale e-commerce marketers.
And that, Ross said, is where Arcametrics comes in.