DMS Buys Retargeting Specialist Traverse Data

US-based ad solutions provider Digital Media Solutions (DMS) has acquired Traverse Data, which uses data and technology to generate new customers for advertisers through an audience activation, re-engagement and retargeting platform.

Headquartered in Seattle, Traverse Data helps advertisers identify new audiences that look like their 'best' customers and then match e-mails to web site shoppers. The firm uses real-time identity resolution for anonymous web site visitors, and helps clients to reaching previous customers who are in-market again for their products; and identify new customers who are in-market for products across the web.

DMS receives in excess of one billion consumer intent signals per month, and says the addition of Traverse Data will scale its own data asset and accelerate its technology roadmap. The DMS data asset, at the end of April 2022, included 240 million opted-in US adults, with up to 1,100 data points collected per individual.

CTO Jason Rudolph (pictured) comments: 'Efficient and effective advertising requires an understanding of your audience and an awareness of when they're actively in-market and ready to engage. DMS leverages real-time consumer intent signals to provide the intelligence that defines the path and the power of our advertising efforts. We're creating real-time personalization at scale to achieve really big results'.

Web site: www.digitalmediasolutions.com and www.traversedata.com .