Quotient to Buy Shopper Targeting Specialist Crisp

In the US, digital media analytics specialist Quotient Technology is to acquire Crisp Mobile, which offers time-specific targeting of shoppers with personalised creative. The deal is valued at approximately $33.0m.

New York-based Crisp Mobile offers a proprietary customer activation platform called MoCA, through which clients can deploy mobile campaigns to 'activate' shoppers on their mobile phones. As well as providing customer targeting at scale, MoCA enables ad serving, analytics and campaign management in a single solution. Crisp also includes real-time third-party and first-party data integration, such as consumer and store location, product availability, weather and event schedules, on the MoCA platform.

Following the acquisition, Quotient will combine the MoCA platform with its existing targeting and analytics offer. Crisp CEO Jason Young (pictured), who will continue to lead the team, says Quotient's scale, solutions and data will boost his firm's mobile shopper activation business, enabling it to reach millions more shoppers digitally.

Mir Aamir, President and COO of Quotient, comments: 'Crisp is a natural fit for Quotient as we expand our efforts in shopper marketing. We believe the power of our retail network and proprietary shopper data, combined with Crisp's ability to create and deliver premium and effective mobile ads for CPG brands, puts us in a strong position as the industry rapidly shifts to digital. Additionally, Crisp expands and strengthens our ability to attribute media campaigns to in-store sales'.

Web sites: www.quotient.com and www.crispmobile.com .