BlueKai Buys Ad Data Analytics And Optimization Startup TrackSimple

We've learned exclusively that

BlueKai, an online auction-based data exchange, has bought TrackSimple, an analytics company that provides reporting, analysis and prediction services to media companies. Terms of the deal were not disclosed but we've heard the deal is an all-stock transaction. This SEC filing indicates that the stock sold to TrackSimple is worth $6.8 million.

TrackSimple, which only launched in 2009, was founded by former Amazon employees Jon Ingalls and Ajit Banerjee. The startup, which raised $2.5 million in funding, provides data analytics and optimization services for media buyers and advertisers to bring all of their media and commerce data (online & offiline) into one place. TrackSimple's product, InsightService, will not only aggregate all this data, but will also make recommendations and serve insights on data based on performance.

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