AudienceScience Inc., a New York-based provider of behaviorally-targeted audience analytics for Web advertising, has acquired Consorte Media, a leading digital marketing company that connects advertisers with Hispanics online. No financial terms were disclosed. AudienceScience has raised over $100 million in VC funding from Mayfield Fund, Mohr Davidow Ventures, Meritech Capital Partners and Integral Capital Partners.
AudienceScience, a targeting technology company driving digital marketing success, announced today that it has acquired Consorte Media, a leading digital marketing company connecting advertisers with Hispanics online. AudienceScience will integrate Consorte Media’s Hispanic domain expertise with AudienceScience’s leading technology to provide world-class audience targeting to marketers targeting the growing Hispanic audience in the US.
The decision to acquire Consorte Media comes at a time of significant growth in the Hispanic market that has traditionally not been answered by the advertising community. According to a report by Research and Markets titled “Hispanic Purchasing Power: Projections to 2015,” income-producing Hispanic households in the United States are expected to represent 13.8 percent of the population by 2015; during the past decade, that rate of growth was more than two times the overall national rate. Additionally, U.S. Hispanic purchasing power was projected to reach as much as $1.3 trillion by 2015, equaling a projected 12 percent of overall U.S. purchasing power. Yet, according to Los Angeles advertising agency Orcí, which surveyed senior marketers at 9,300 companies across the nation, 82 percent of marketers say they have no plans to start or ramp up existing Hispanic marketing efforts.
“The integration of these two leading companies results in a quality offering to address this growing, yet long overlooked market,” said Jeff Hirsch, CEO, AudienceScience. “Providing marketers with the ability to accurately target Hispanic consumers enables them to realize significant potential for a robust consumer channel, and incorporates valuable new audience intelligence into the already robust data offerings of The Audience Gateway. We are excited to offer this capability to our partners, and to expand our presence in a dynamic market.”
Consorte Media provides advertisers the means to specifically connect with Hispanic consumers online, offering the largest Hispanic media network of premium content sites. Consorte Media is one of the only companies specializing in helping mainstream US advertisers reach the rapidly growing US Hispanic demographic. Consorte Media’s foundation of relationships with dozens of advertisers and hundreds of Hispanic-focused publishers will enhance The Audience Gateway’s network and add to a variety of Hispanic-focused targeting segments available to all AudienceScience partners.
As a result of this acquisition, Consorte Media employees will become part of the AudienceScience team, and Consorte’s San Francisco headquarters will become the newest branch location of AudienceScience. Terms of the deal are not disclosed.
AudienceScience technology provides a unique gateway enabling universal access to audiences. This integrated audience platform, The Audience Gateway, drives digital marketing success for quality brand advertisers and premier publishers. Accessing 200 billion data insights into 386 million people worldwide, AudienceScience empowers marketers with the intelligence and control to execute effective global campaigns. Since 2003, AudienceScience has delivered over 50,000 targeted campaigns for clients including American Airlines, Financial Times, Gannett, New York Times Digital, Nikkei.com, SKECHERS, and Wall Street Journal Digital.