UberMedia Buys Location Intelligence Firm Cintric

US-based mobile insights and ad platform UberMedia has acquired location intelligence and analytics company Cintric, which provides a picture of consumer behavior including dwell time in stores down to the minute. Terms were not disclosed.

Launched in Cincinnati, Ohio in 2014, Cintric offers a mobile SDK which measures the location signals of millions of users to provide app user behavioral patterns, affinity grouping, and other location intelligence. Under the terms of the deal, UberMedia will obtain a pool of first-party location data from the Cintric app network, which includes a variety of weather, travel, and other location-based apps.

UberMedia says the acquisition furthers its own mobile behavioral data science location and attribution services, as well as geo-spatial analytics offering for retailers, shopping malls, restaurants, cities and more. It will now build a separate business unit that houses its cross-media location measurement solution and business intelligence products.

Gladys Kong (pictured), CEO of UberMedia, comments: 'Cintric gives us one of the most scalable location data graphs by combining their always-on data with our own mobile location data, with more than a billion high-quality location data points collected per day. By expanding our first-party data streams, our offering will be larger and more comprehensive than our direct competitors'.

Web sites: www.ubermedia.com and www.cintric.com .