Deutsche Post takes delivery of online targeting platform
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GERMANY— Nugg.ad, a self-styled predictive behavioural targeting firm, has been bought by mail services company Deutsche Post.
Nugg.ad boasts a targeting system that collects behavioural data on web users and enriches that information with random surveys of site visitors to collect data on socio-demographics, product interests and lifestyles. Both data sets are then combined to produce target group profiles that advertisers can market to.
The company also has an agreement with Nielsen to match actual purchase data from the latter’s Homescan panel with web browsing data in an effort to improve targeting.
Financial terms of Deutsche Post’s takeover of Nugg.ad have not been disclosed. The company was previously supported by an investment consortium consisting of BMP, IBB, Media Ventures and the European Founders Fund.
