IgnitionOne Strengthens Mobile Offering with Acquisition of Leading Mobile Marketing Technology Human Demand

Frankfurt, August 2014. IgnitionOne, a global leader in cloud-based digital marketing technology, announced that it has completed the acquisition of Human Demand, a leading mobile marketing technology company providing mobile advertising, audience and tracking solutions to marketers. With this acquisition, New York City-headquartered IgnitionOne continues to enhance its Digital Marketing Suite(SM) (DMS), the industry’s most comprehensive integrated digital marketing technology solution, by adding mobile display advertising and cross-device tracking capabilities.

2014_08_Human_Demand_ignitionOneHuman Demand’s fully transparent, highly scalable and efficient mobile media solution will integrate with the DMS to:

  • Better reach mobile audiences and mobile app users through mobile display, video and rich media advertising through the IgnitionOne DSP
  • Provide additional capabilities for cross-device tracking to inform cross-channel attribution and user data
  • Deliver targeted mobile audiences, including hyper local geo-targeting, at scale with superior location insights, campaign optimization and visual analytics
  • Understand 100 percent of the users seen in-app through mobile exchanges with enriched bid request data targeting mobile audiences in real time

IgnitionOne’s clients will benefit from Human Demand’s intuitive self-service interface whose capabilities will be seamlessly integrated into the DMS. The DMS is a digital marketing hub that centralizes the ability to buy, manage and optimize digital media across Search, Display, Social and Mobile, understand client prospects and customers through Data Management, Marketing Automation and Cross Channel Attribution, while optimizing conversions on a marketer’s website through experience and content personalization.

IgnitionOne’s Programmatic DSP module of the Digital Marketing Suite (DMS) and programmatic audience targeting business in the U.S., Netmining, will immediately benefit from this acquisition by expanding mobile advertising and targeting capabilities.

Human Demand currently handles 65 billion mobile real time bidding requests per month. The acquisition also brings to IgnitionOne Human Demand’s partnerships with all major mobile ad exchanges, leading 3rd party data providers and access to thousands of top mobile publishers. Human Demand features the industry’s first and only complete index of brand safety for over 2 million apps and proprietary mapping of 2,300+ chains, businesses across the US.

“We continue to break new ground in our efforts to make marketing simple by bringing together the purchasing, optimizing and management of media as well as the centralizing of user data all in one place,” said Will Margiloff, CEO of IgnitionOne. “Human Demand brings to the table key capabilities that will make the Digital Marketing Suite the most complete and integrated technology in the industry.”

“We are very excited to join a team that clearly gets it,” said Human Demand CEO Howie Schwartz. “IgnitionOne has consistently been ahead of the innovation curve and committed to helping marketers reach their audience regardless of the channel or device – truly going beyond the silos.”

This acquisition is the second in 2014 for the independent, 450-person company and supports IgnitionOne’s goal to integrate best-of-breed digital marketing technology into a single, integrated solution.

Corporate Finance Partners – now ACXIT Capital Partners – acted as the exclusive adviser to Human Demand and its shareholders. Terms of the deal were not disclosed.

About IgnitionOne

IgnitionOne® is a global leader in cloud-based digital marketing technology providing a world-class proprietary platform and expert services to improve digital marketing performance across PC and Mobile platforms. IgnitionOne’s integrated Digital Marketing SuiteSM (DMS) empowers marketers to buy, manage and optimize digital media across Search, Display, Social and Mobile, understand client users through Data Management and Cross Channel Attribution, while helping to optimize conversions on a marketer’s website through Marketing Automation. At the core of the DMS is the proprietary User Engagement Score Algorithm which determines the value of a user in order to automate the delivery of the right message, at the right time, at the right cost, to a marketer’s users, on and off their website.
IgnitionOne currently scores over 300 million users monthly in 75 countries and powers more than $30 billion in revenue each year for leading brands, including General Motors, CenturyLink, Bridgestone, La Quinta and Fiat, as well as advertising agencies such as 360i, GroupM and iProspect. (ignitionone.com

About Human Demand

Founded February 2012, Human Demand (HD) is a leading mobile Demand Side (DSP) & Data Management Platform (DMP) company providing mobile audience solutions to advertisers. Human Demand provides brands and agencies with a fully transparent, highly scalable and efficient mobile media solution. HD utilizes real-time bidding (RTB) programmatic exchange buying, and layers in unique data targeting sets including hyper local geo-targeting. They execute rich media and video mobile ad campaigns, in addition to standard mobile display banners. (humandemand.com)

About ACXIT Capital Partners

ACXIT Capital Partners is a leading international corporate finance and investment advisory firm for mid-market clients and entrepreneurs in Europe and beyond. Since 1998, we offer our clients comprehensive corporate finance advisory services including M&A and capital markets advisory as well as restructuring, debt and strategic advisory. As an independent, privately owned firm we maintain offices in Frankfurt, Berlin, Munich, Zurich, Vienna and Hong Kong as well as strong alliances in China, India and the USA.

To date, we have completed more than 350 transactions with a total deal/financing volume of approx. EUR 17bn. Our clients are corporations, family-owned businesses, entrepreneurs, financial sponsors and family offices. While our home market is in the German speaking region, most clients are international and transactions cross-border. (www.acxit.com)

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Dr. Ingmar Ackermann, Managing Partner
E-mail: Ackermann@acxit.com