Marin Buys Retargeting Firm Perfect Audience

In the US, marketing analytics and campaign management firm Marin Software has acquired retargeting firm Perfect Audience in a cash and stock deal valued at $25.5m.

San Francisco-based Perfect Audience, founded in 2012, provides tools for gathering online visitor data, and using it to deliver targeted ad campaigns. Through its platform, marketers can also run retargeting campaigns on Facebook Exchange, Google DoubleClick, Twitter and other social media ad exchanges.

Marin said in a statement that the acquisition enhances its existing ad retargeting products, which help advertisers track, analyze and manage ad campaigns across Google, Bing, Yahoo!, Baidu and other search engines. The combined firm will combine real-time search intent data with behavioral and other data sources to drive audience buying and retargeting across ad platforms.

As part of the deal, Perfect Audience's team of fourteen will join Marin's offices in San Francisco.

Web sites: www.marinsoftware.com and www.perfectaudience.com .