YuMe Acquires Crowd Science

Acquisition will strengthen its technologies for expanding audience reach and targeting

By George Winslow -- Broadcasting & Cable, 1/15/2013 8:05:37 PM

Digital advertising and services provider YuMe has acquired Crowd Science, which offers the Citrus audience measurement and targeting platform.

The deal will strengthen the capabilities of YuMe's Audience Amplifier and allow brand advertisers to target more segments and provide better insights into audiences.

"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, cofounder and CEO of YuMe in a statement. "Crowd Science technology allows us to significantly improve our audience reach, measurement and segmentation capabilities."

Terms of the deal were not disclosed.

"The Crowd Science team is thrilled to join YuMe," said John Martin, Co-Founder of Crowd Science in a statement. "The future of brand advertising will be defined by those with strong consumer data and broad reach in video across multiple platforms. 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."