Advertising/Conversion Platform Ve Interactive Scoops Up Display Retargeting From eBay Enterprise
Advertising/Conversion Platform Ve Interactive Scoops Up Display Retargeting From eBay Enterprise
Like Zeta Interactive last month, Ve is expanding by buying new capabilities from the eBay spinoff.
Last month, customer data management service Zeta Interactive announced it had purchased the customer relationship marketing division of eBay Enterprise Marketing Solutions.
Today, advertising and conversion platform Ve Interactive
said it has purchased the Display Retargeting business from the same
eBay Enterprise. Stephen Polinsky, Ve Interactive North America COO,
told me that Ve’s deal was “agreed upon about the same time as Zeta’s.”
eBay, which is focusing on its online marketplace, sold eBay
Enterprise to a consortium of private equity firms in July. Also in
July, eBay sold off PayPal.
At the time of its announcement, Zeta had said that its acquisition
added a “more robust” database management capability for customer
management, an assortment of large clients and an integration with a
variety of new data sources.
For Ve Interactive, Polinsky said, the acquisition adds an “increased
competency” in display ad retargeting, as well as an enlarged customer
base.
Now, he said, Ve’s total customer base is more than 10,000, although
he declined to quantify the number of customers before the purchase.
Founded in 2009, the company boasts a valuation north of a billion
dollars.
Ve specializes in getting customers to a site through display ads and
then figuratively taking each one by the arm — before they walk out the
door without making a purchase — and urging them to buy something.
The company’s platform detects when a site visitor might be ready to
go somewhere else, through such signals as hovering your cursor over the
close “x” box or spending time on a page without clicking. It will
issue an ad, overlay or other messaging asking if the visitor really
wants to leave, sometimes throwing in the enticement of a discount
coupon. Such as:
Now, in addition to pushing traffic to a site via ads and enticing
reluctant visitors once they’re there, Ve has boosted its ability
to retarget them once they’ve left the site, so that it can coax them to
come back.
Deal terms were not made public. The Display Targeting staff, based
in San Francisco and Tempe, Arizona, will remain in those offices,
bringing Ve’s worldwide personnel count to more than 850. Ve’s global
headquarters is in London, although this acquisition was handled out of
its North American headquarters in Boston.
eBay Enterprise had been built on technology acquired when eBay
bought GSI Commerce in 2011, as well as other acquisitions. The idea was
to create an ecommerce and marketing platform — with warehouses — that
could service retailers. The newly sold and reduced eBay Enterprise said it will focus on its affiliate network, display ads, search and social marketing and agency services.
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