Human Demand’s mobile marketing technology company is set to become part of  IgnitionOne’s cloud-based machine.

New York City-headquartered IgnitionOne has announced the successful acquisition of Human Demand for an undisclosed sum, adding the firm’s mobile advertising, audience and tracking solutions to its own.

Having already made an acquisition earlier this year, Will Margiloff, CEO of IgnitionOne, wanted to ensure users of his technology platform have everything they need under one roof.

“We continue to break new ground in our efforts to make marketing simple by bringing together the purchasing, optimizing and management of media as well as the centralizing of user data all in one place.”

DMS integration

IgnitionOne will be integrating Human Demand’s technology with its own direct marketing solution (DMS), which will give users better reach mobile audiences and mobile app users through mobile display, video and rich media advertising.

The DMS is IgnitionOne’s central hub where digital media can be purchased, managed and optimized across search, display, social and mobile. It also caters for an array of data management, marketing automation and cross-channel attribution needs.

Cross-device tracking is set to improve on the DMS where it will now be possible to target  mobile audiences using geo-specific features such as location insights, campaign optimisation and visual analytics.

Each month Human Demand handles 65 billion real-time bidding requests and offers an index of brand safety for over two million apps and proprietary mapping of more than 2,300 US businesses.