Wal-Mart acquires mobile ad targeting startup OneRiot

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Wal-Mart has acquired social targeting solutions firm OneRiot, whose platform enables advertisers to reach specific demographic segments via the mobile channel. Financial terms of the deal were not disclosed. The OneRiot team will join the big-box behemoth's @WalmartLabs unit and relocate from Boulder, Colo. to Silicon Valley, Calif.

OneRiot rolled out its social targeting service in February after beta trials that included a partnership with Chevy and agency partner Big Fuel during this year's Super Bowl. OneRiot bases ad segmentation and targeting on factors like audience interest profiles, demographics, social influence and real-time conversations, all created by mining and analyzing public data social streams from services like Twitter. In the case of the Chevy campaign, OneRiot targeted ads to male U.S. sports fans and car enthusiasts tweeting about football across the Twitter ecosystem during the Super Bowl broadcast.

Wal-Mart will leverage OneRiot's technology to enhance its existing social data analysis efforts. "The technology at the core of what we do is the Social Genome, which enables us to connect millions of consumers with the best products based on their interests at any given moment," writes senior vice president of @WalmartLabs and social commerce Anand Rajaraman on the Official @WalmartLabs Blog. "The OneRiot technology will enrich the Social Genome."

For more:
- read this Official @WalmartLabs Blog entry

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