Accenture Buys Data-Driven Media Firm Adaptly

Global management consultancy Accenture has acquired digital media services company Adaptly, which helps clients manage data-driven campaigns across digital ad channels and platforms. Terms of the deal have not been disclosed.

Founded in 2010, Adaptly produces media plans informed by custom insights, and works with clients' measurement and attribution models to provide recommendations to track everything from brand lift to in-store traffic generated from ad campaigns. The NYC-based firm has nearly 150 employees, and additional offices in Chicago, London and Los Angeles.

Adaptly will become part of Accenture Interactive Programmatic Services, bolstering the latter's ability to activate, optimize and measure media cross-platform. Scott Tieman (pictured), Global Head of Programmatic Services, Accenture Interactive, comments: 'Brands now have the opportunity to deliver more value through ads that are relevant to consumer identities and social contexts. Consistent with our mission to create, build and run the best customer experiences on the planet, Adaptly will complement our full suite of experience services and enhance our ability to deliver better, faster and more effective advertising campaigns'.

Web sites: www.accentureinteractive.com and www.adaptly.com .