DataXu, which uses big data to help companies make better digital advertising buys, acquired San Francisco-based JasperLabs on Thursday. No terms of the deal were disclosed.
JasperLabs provides a dynamic creative optimization software that empowers marketers to adjust creative elements in ads in real-time. The addition of the West Coast firm will give DataXu’s marketing tech a boost and maximize its return on investment.
DataXu and JasperLabs have worked together on client campaigns before, including those of Columbia Sportswear. The combination of DataXu’s real-time bidding and serving platform and JasperLabs’ ability to serve dynamic creative using the local weather led to product engagement on Columbia.com four times the size of the prior Fall/Winter campaign, according to the client.
The Boston-based company is rumored to be considering an IPO in 2014 or early 2015. DataXu has raised around $75 million since its inception in 2007 from Thomvest Ventures, Atlas Venture, Flybridge Capital Partners and Menlo Ventures.
Image via Columbia Sportswear
