Thunder boosts personalization and performance following Adacus acquisition
The creative production platform now offers what it says are unique capabilities in creative multitouch attribution, post-bid contextual personalization and cross-device identification.
Creative management platform Thunder has announced it has completed its purchase of AI-powered targeting platform Adacus — and, as a result, is adding three capabilities to improve personalization and performance. Deal terms were not made public.
CEO Victor Wong told me that Thunder, which offers tools for creative ad production, had been working since last year with Adacus, which focuses on measurement and targeting. As a result, the two platforms are already integrated. Both companies are based in San Francisco.
Post-acquisition, Thunder now offers creative multi-touch attribution, where it can measure the contribution of a particular creative element like a photo to a conversion.