YuMe in for the in Crowd Science to deliver better online ad measurement

Editor | 16-01-2013

Digital brand advertising software and services provider YuMe has acquired audience targeting technology company Crowd Science, owner of the Citrus audience measurement and targeting platform.

YuMe says that the addition of the Citrus platform and its technology team will accelerate its Audience Amplifier technology which sees use in enhancing audience reach and targeting across all video devices.

Explaining the rationale behind its acquisition, the ad technology firm believes that finding brand-receptive consumers requires new approaches to data-science and audience modelling. It describes Citrus as unique in that it combines survey, behavioural and contextual data using proprietary machine learning techniques to provide better audience targeting, greater reach and more effective audience measurement.

"We've been laser-focused on enhancing audience measurement, modelling and targeting, and Crowd Science will be the perfect complement to our data science group that's been driving that effort," explained Jayant Kadambi, Co-founder & CEO of YuMe. "Crowd Science technology allows us to significantly improve our audience reach, measurement and segmentation capabilities."

"The Crowd Science team is thrilled to join YuMe," added John Martin, Co-Founder of Crowd Science. "The future of brand advertising will be defined by those with strong consumer data and broad reach in video across multiple platforms. The combination of Crowd Science's audience targeting technology and YuMe's Connected Audience Network will allow us to quickly and dramatically move the industry forward."