Following the launch of its LocationPoint location-based ad product earlier this year, Nokia-owned Navteq has announced it is acquiring U.S.-based Acuity Mobile – the firm that enables the delivery of those ads. As well as targeting, the company offers a range of campaign management, tracking and reporting tools.
Having previously licensed Acuity’s technology, and taken a $2.8 million stake in the company last year, an acquisition appears to be a logical progression of that relationship.
The move demonstrates both Navteq and Nokia’s commitment to the digital ad-space, and despite the fact few advertisers are currently making use of location-based products, suggests location-based products are at least attracting interest.
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