Matomy Buys Bulk of Ad Targeting Firm Avenlo

Israeli online ad company Matomy Media Group has bought a 70% stake in Toronto-based ad targeting specialist Maven Marketing, which operates under the name Avenlo.

Founded in 2012, Avenlo offers an e-mail placement optimization platform which provides advertisers, agencies and media buyers with multi-screen ad targeting capabilities based on large sets of customer data. The firm's consumer profile creation process combines live user actions with behavioral and demographic information, and statistical modelling algorithms, to predict the likelihood of specific consumer actions.

Matomy has acquired 70% of a newly formed company that has bought the principal business activity and operations of Avenlo, with an option to buy the remaining 30% over the next three years. Through this acquisition, Avenlo will add real-time, data-driven ad targeting and media buying capabilities to Matomy.

Avenlo will continue to be led by its three co-founders - Rafael Alter, Chris DeDiego and Joseph Freiman - who will work alongside Matomy's global management team. Matomy CEO Ofer Druker (pictured) comments: 'Data is a crucial element in performance-based advertising, and the data capabilities that Avenlo provides will assist Matomy across all of our media channels. We look forward to working with the Avenlo management team to help it expand into new international markets and together build the global leader in e-mail acquisition marketing.'

Web sites: www.matomy.com and www.avenlo.com .