Formation of NinthDecimal Labs to Unlock Market Opportunities for Customers and Partners
SAN FRANCISCO, CA – Jun 29, 2017 – NinthDecimal, the leading marketing platform powered by location data, today announced that it has acquired MoLOGIQ, Inc., an innovative mobile audience platform. The acquisition will accelerate NinthDecimal’s data initiatives as it continues to address the growing business needs of its customers and partners. To that end, the company is also announcing the formation of NinthDecimal Labs, a new group dedicated to pioneering the next generation of location-derived marketing solutions.
Working with major brands and partners across a variety of industries, MoLOGIQ taps into mobile behavioral insights to provide marketers with a better understanding of what makes consumers engage with media campaigns. As a part of the acquisition, MoLOGIQ employees, as well as CEO Arvi Kang and CTO Partha Roy Chowdhury, will join the NinthDecimal team starting July 1, when the transaction is completed.
“MoLOGIQ has been focused on developing self-service audience solutions, data visualization, DMP, and proprietary SDKs that are highly complementary to NinthDecimal,” said Kang. “Being on the forefront of data and measurement innovation, NinthDecimal is a natural fit with our vision and culture, and provides an ideal growth platform for the realization of our ultimate vision.”
The MoLOGIQ audience platform processes billions of data signals from its proprietary software development kits (SDKs), public demographic data, land parcel data, and voter registration data. Its SDK is present in more than 50 million unique devices, which provides rich data signals for both Android and iOS. MoLOGIQ’s geo-spatial infrastructure facilitates the mapping of users’ devices to their household addresses in a privacy-friendly manner, thereby enabling the bridging of online and offline data sets to drive a range of marketing applications. To date, MoLOGIQ has successfully mapped 50 million devices to household addresses, enhancing the reach and scale of NinthDecimal’s own proprietary Household Graph.
“There has been an overwhelmingly positive response and demand for our data and measurement solutions,” said Michael Fordyce, CEO of NinthDecimal. “Clients are increasingly asking us to solve problems that go far beyond the traditional uses of location data, especially those related to omnichannel ROI measurement capabilities. In our industry, rapid innovation and time to market is critical for success. As a part of NinthDecimal Labs, the MoLOGIQ team will play an important role in accelerating the development of new solutions.”
With the acquisition of MoLOGIQ, NinthDecimal will have the largest mobile device reach of any location intelligence company in the US. Moreover, the addition of MoLOGIQ’s SDK, combined with other strategic partnerships established over the past year, has led to the majority of NinthDecimal data now being sourced from publisher SDKs and direct publisher integrations, making it one of the largest sources of precise and accurate location data available. Processing trillions of data points from 230 million unique devices every month, it has become the industry standard for offline attribution measurement and audience intelligence.
NinthDecimal Labs: Unlocking Market Opportunities for Brands and Agency Partners
Supported by a world-class team of scientists and engineers, NinthDecimal Labs will continue the company’s exploration of advanced data technologies such as artificial intelligence (AI) while expanding the capabilities of current product initiatives including data visualization. The group will include technology leaders such as Roy Chowdhury, taking on the newly created role of NinthDecimal Labs CTO, and Kang, who becomes Head of Business Development for NinthDecimal Labs.
“Combining the power and reach of NinthDecimal and MoLOGIQ puts us at the center of location data innovation,” said Roy Chowdhury. “Our focus as NinthDecimal Labs will be to solve our clients’ business problems with highly effective and custom solutions.”
Roy Chowdhury has held numerous senior leadership and technology roles throughout his career. He brings several years of experience in location-based technology companies, where he pioneered the use of mobile location data for credit card fraud protection. Roy Chowdhury has also led large engineering teams at Salesforce and Verisign.
NinthDecimal’s accelerated advancement in location data builds on its 2016 profitability, which was driven by high growth in its data and measurement lines of businesses.
NinthDecimal is the marketing platform powered by location data. It harnesses this data to build a precise understanding of consumers’ physical-world behavior. Fortune 500 companies and marquee brands activate this customer intelligence through audience targeting, measurement, insights, and data licensing solutions. By filling the gap in understanding how consumers spend the majority of their time, NinthDecimal provides marketers with a new model of the customer journey for impactful engagement.
NinthDecimal processes trillions of data points from 230 million unique devices every month to power its product suite. Location Graph™ is the most precise audience intelligence technology in the market. Location Conversion Index™ (LCI™) is the leading offline attribution solution with over 200 integrated media and advertising partners. NinthDecimal’s unique household to device matching capability bridges online and offline data, powering omnichannel offerings that include partnerships with leading companies. NinthDecimal has been recognized as one of the most rapidly growing, innovative companies.