YuMe Buys Targeting Specialist Crowd Science

In the US, online video advertising firm YuMe has acquired audience targeting technology specialist Crowd Science, in a bid to extend its own Audience Amplifier targeting solution. Terms of the deal were not disclosed.

Headquartered in Mountain View, CA and with offices in New York and Toronto, Crowd Science's suite of web analytics and online research products includes Audience Profiler, a tool to help web site publishers understand their audiences; Campaign Profiler, an online ad effectiveness solution; and audience measurement and targeting platform CITRUS.

This last product uses machine learning to combine survey, behavioral and contextual data. Following the acquisition this technology will be integrated with YuMe's existing Audience Amplifier tool, enabling brand advertisers to target more segments and provide better insights into 'brand-receptive audiences', according to the firms.

Jayant Kadambi (pictured), co-founder and CEO of YuMe, comments: 'We've been 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. Crowd Science technology allows us to significantly improve our audience reach, measurement and segmentation capabilities.'

As part of the deal, Crowd Science co-founders John Wainwright, John Martin and Paul Neto will join YuMe's engineering and marketing research teams.

Web sites: www.yume.com and www.crowdscience.com .