The creative production platform now offers what it says are unique capabilities in creative multitouch attribution, post-bid contextual personalization and cross-device identification.
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Creative management platform Thunder has announced it has completed its purchase of AI-powered targeting platform Adacus — and, as a result, is adding three capabilities to improve personalization and performance. Deal terms were not made public.
CEO Victor Wong told me that Thunder, which offers tools for creative ad production, had been working since last year with Adacus, which focuses on measurement and targeting. As a result, the two platforms are already integrated. Both companies are based in San Francisco.
Post-acquisition, Thunder now offers creative multi-touch attribution, where it can measure the contribution of a particular creative element like a photo to a conversion.
[Read the full article on MarTech Today.]
About The Author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.