Magnetic Acquires Cognitive Match

NYC-based digital ad technology platform Magnetic has acquired site optimization and retargeting provider Cognitive Match, with which it has been partnering on campaigns for more than two years.

Cognitive Match founder and CEO Alex Kelleher and his team will join Magnetic's team in New York, San Francisco and its new office in London. The firms' combined offer will allow marketers to change the creative elements of ads in real time, based on audience attributes including their interests, purchases and intent.

James Green, CEO of Magnetic, says the buy means 'marketers can now build an ad in real time by assembling thousands of individual elements based on product feeds, keywords, audience intent, or just the weather or location' - in short, they can 'personalize ads at scale'.

Cognitive Match founder Alex Kelleher comments: 'Cognitive Match as a stand-alone tool powered Fortune 500 global brands and leading agencies, and we're excited to join forces with Magnetic. By applying intent to dynamic creative, marketers have a powerful way to deliver highly relevant messages that compel in-market consumers to take action.'

Both firms have offices across the US and in London, while Magnetic has also opened recently in Toronto. Web sites are at www.magnetic.com and www.cognitivematch.com .