OneRiot, headed by Tobias Peggs, becomes part of @WalmartLabs, led by the co-founders of Kosmix, a social media insight agency bought by Walmart in April.

@WalmartLabs’ work centres on a technology platform called the Social Genome, which is designed to help the retailer “connect millions of consumers with the best products based on their interests at any given moment”, according to co-founder Anand Rajaraman.

Announcing the acquisition on the company blog, Rajaraman said: “OneRiot has developed some pretty nifty technology that analyses social media signals from popular networks like Twitter and Facebook to deliver ads that are relevant to consumers’ interests.

“The OneRiot technology will enrich the Social Genome, and the OneRiot team adds to the already deep expertise we have around social data analysis.”