Inmar is among a set of well-funded players, including IRI, Ahalogy and direct competitor Quotient, trying to achieve scale in ecommerce data and advertising technology.
Inmar has been particularly aggressive, having staked an early position in the influencer category almost three years ago, when it acquired the platform Collective Bias, which is now Inmar’s Prescriptive IQ product.
In 2017, the Canadian private equity firm OMERS took over Inmar and, soon after, the company acquired IRC, which provides product-tracking services for grocery brands; the pharma supply chain company Capital Returns; and YouTech, formerly Kroger’s digital coupon and publishing unit.
Only a few retailers have the resources and technology to operate their own data and media platforms, and even the most sophisticated, like Walmart, Target and Kroger, still rely on third-party tech services, Mounts said.
The opportunity is to sit directly between the brand and the retailer, as digital media and ecommerce forms a new connective tissue from old-school coupon and shopper marketing, he said. “What we’re hearing from clients on both sides is that they want those data and ad services integrated in one place.”