That's probably a good thing, since IgnitionOne already has a DMP of sorts for display advertising, based on third-party cookies. This will be to tied to Knotice's CRM, data-storage, data-enrichment and cross-device capabilities.
For now, IgnitionOne is not planning to merge the personally identifiable information (PII) in Knotice's system with the non-PII stuff in its own data store. Any audience matching for ad-targeting purposes that uses PII as a starting point will be done through third-party hashing providers.
The combined company has more than 400 employees spread across 10 countries. About 150 of those are in engineering or other technology-focused roles. Among the customers of its search and display ad solutions are General Motors, Bridgestone, Fiat and La Quinta. The company works closely with agencies, including its former corporate siblings 360i and iProspect, and WPP Group media agency network GroupM.