dunnhumby to Buy Ad Targeting Firm Sociomantic?

Retail analytics giant dunnhumby is reportedly close to buying Berlin-based ad targeting and retail retargeting firm Sociomantic Labs for an estimated $175 - 200m.

Founded in 2009 by former Admeld CRO Jason Kelly, Sociomantic provides real-time retargeting and prospecting, stream-based data management, and dynamic ad personalization, to enable clients to reach new and existing customers with individually priced and personalized display ads. As well as its Berlin HQ, the firm has operations in London, Warsaw, Paris, Amsterdam, Sao Paulo, Moscow, Madrid, Mumbai and New York City.

The deal was first reported by online publication Business Insider, which cautioned that neither of its 'inside sources' are dunnhumby or Sociomantic employees, and said that both firms have declined to comment.

Last year, dunnhumby - the firm behind the Tesco Clubcard - launched a seed-stage investment fund called dunnhumby Ventures, focusing on innovations in retail technology. At the time, the firm said that the fund will support those 'embracing data for innovations along the consumer's path to purchase'.

Web sites: www.dunnhumby.com and www.sociomantic.com .