Pasadena’s UberMedia Acquires Cintric, Boosts Always-On First-Party Data Pool

Published : Thursday, July 13, 2017 | 5:16 AM

Image from Cintric Facebook Account

UberMedia, a Pasadena-based mobile data solutions company, has acquired Cintric, another Pasadena business that provides location intelligence and analytics for mobile app publishers.

The acquisition is aimed at serving marketers, advertisers, and media planners in the retail, auto, travel, and quick-service restaurant sectors as they look for mobile location intelligence tools to enhance their insights into the behavioral patterns of consumers.

Under the terms of the deal, UberMedia will obtain a pool of persistent always-on first-party location data from the Cintric app network, which includes weather, travel, and other location-based apps.

“Cintric gives us one of the most scalable location data graphs by combining their always-on data with our own mobile location data, with more than a billion high-quality location data points collected per day,” Gladys Kong, UberMedia CEO, said. “By expanding our first-party data streams, our offering will be larger and more comprehensive than our direct competitors.”

With the acquisition, UberMedia will be able to diversify revenue streams and build a separate business unit housing the company’s proven cross-media location measurement solution and business intelligence products. These tools allow UberMedia clients to assess their retail health.

Connor Bowlan, Cintric CEO, said they chose to join UberMedia because they believe in the company’s holistic approach as well as their advanced data science capabilities.

“We’re excited to bring our innovative approach to product development as well as our technical expertise to UberMedia where we’ll be able to combine our best-in-class tracking SDK (software development kit) and location intelligence platform with what was already one of the industry’s most impressive offerings,” Bowlan said.

Cintric’s location data provides a complete picture of consumer behavior, even enabling precise measurement of consumer dwell time in stores down to the minute. Cintric says its SDK is also the most battery-efficient on the market and is flexible enough to comply with the latest requirements of both Apple and Android systems.

Eric Aledort, Chief Business Development Officer at UberMedia, said with the acquisition, the company is doubling-down on its investment and commitment to being a leader in mobile behavioral data science and geo-spatial analytics.

“By directly partnering with app publishers, Cintric is key to enhancing our substantial real-world location data analytics to transform the way marketers understand and connect with the hearts and minds of consumers,” Aledort said.

UberMedia’s diverse suite of products process billions of social, demographic, and location signals daily for Fortune 500 companies. Recognized as a pioneer in targeted mobile advertising, UberMedia was listed as Fast Company’s “50 Most Innovative Companies,” The Wall Street Journal’s Top “50 Startups,” Entrepreneur Magazine’s “Best Entrepreneurial Companies in America,” and as one of Advertising Age’s “Best Places to Work.”

Cintric was established in 2014 by mobile-app developers who made a significant breakthrough in mobile location tracking without draining the device’s battery. Cintric broke new ground again in 2015 when it released the industry’s most advanced dashboard for analyzing mobile location data.

One of Cintric’s early investors is the E.W. Scripps Company, one of the nation’s largest independent TV station owners, with 33 television stations in 24 markets and a reach of nearly one in five U.S. households.

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