Here’s an example of a North American company buying up some European tech: WhatRunsWhere, the service that enables ad agencies and advertisers to track competitors’ online ad campaigns, has acquired UK-based Mobile Ad Spy to expand its offering to mobile. Terms of the deal remain undisclosed.
WhatRunsWhere offers a “competitive intelligence” service for online media buying which lets users look up what advertisers are doing online in terms of where they are running ads, who they are buying inventory from, down to exactly what ads they are running. This also extends to the ability to scrutinize individual online publishers, looking at things like who is advertising there, who is selling the inventory, and what ads are on display. The premise is that if you can better understand what is working for your competitors then you have a greater chance of trumping them — and boosting the all important ROI.
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