Google Acquires Incentive Targeting

Incentive Targeting, a Cambridge, MA-based provider of a targeted marketing service to manufacturers of grocery and consumer products, has been acquired by Google (NASDAQ: GOOG).

The terms of the deal were not released but it is thought that the acquisition will allow Google to offer targeted deals to users in the context of its payment service Google Wallet.

Founded in 2007 by Joshua Herzig-Marx, VP of products and services, and Ben Sprecher, VP of Marketing, and led by Win Burke, CEO, the company has created a marketing platform that connects a network of supermarket chains and grocery manufacturers around the shared goals of driving sales and increasing profitability. It enables shopper insights into shopper preferences and puts them into immediate action through targeted promotional campaigns.

In a blog post, the founders of Incentive Targeting said: “As part of Google, we will have the resources and expertise to continue the transformation of couponing from a way to give discounts to a way to build business. And, we can now work towards that vision as part of a company that improves the lives of hundreds of millions of people every day.
“We didn’t reach this milestone alone. From day one, we have relied on the support and commitment of our retailers, brands, investors, partners, and advisors, as well as the hard work and dedication of our team. We could not have done this without them, and as we look ahead, we are thrilled to be part of Google!”



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