On Wednesday, online ad network AudienceScience, announced the acquisition of Consorte Media, an ad network targeting Hispanics online. According to the release, "Consorte Media employees will become part of the AudienceScience team, and Consorte’s San Francisco headquarters will become the newest branch location of AudienceScience." Read more.
CEO Jeff Hirsch of AudienceScience discussed the acquisition and the expected benefits to the company.
AdExchanger.com: Can you quantify the incremental benefit to AudienceScience in terms of revenue or profit?
JH: All reports suggest, and what we have been keenly aware of is that advertisers aren't leveraging the full potential of Hispanic marketing as we see continued acceleration in the growth of online users and purchasing power for this group. By leveraging the quality offering that Consorte has developed and integrating it within our platform, we are capitalizing on this phenomenal opportunity by enabling advertisers to purchase the Hispanic audience at scale through our targeted segments.
TechCrunch has already reported that Consorte Media's founder will leave and their San Francisco offices will become AudienceScience's. Will the strategy for the Consorte Media team be directed toward the Hispanic market alone or include other demographic and geographic client targets, for example?
The acquisition includes the entire Consorte team except Alicia Morga (Consorte founder and CEO) who is helping with a smooth transition. Our new AudienceScience employees will continue to focus on the Hispanic market and with a new office in strategic San Francisco; we enhance our overall client relations and service.
Is AudienceScience getting any proprietary technology in the deal which may be useful? Or is this primarily about the publisher and advertiser client relationships?
We are acquiring technology that was developed by Consorte and are currently evaluating how to integrate components of their system into our platform. With our combined and integrated technologies, we are able to provide marketers with the ability to accurately target Hispanic consumers and enabling them to realize significant potential for a robust consumer channel. All in all, the acquisition incorporates valuable new audience intelligence into the already robust data offerings of The Audience Gateway.
How do you plan on scaling the Hispanic-targeted business?
Consorte Media’s foundation of relationships with dozens of advertisers and hundreds of Hispanic-focused publishers will enhance our network and add to a variety of Hispanic-focused targeting segments available to all AudienceScience partners.
By John Ebbert