Google shells out for Incentive Targeting acquisition

November 28, 2012
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We all know that Google has some cash in its coffers to throw around, and today it's putting some of that money to use. The big G announced today that it has purchased Incentive Targeting, a company that aims to get coupons to customers who will actually use them. Details are still relatively slim, despite the fact that both companies have made statements about the acquisition.

In a statement made to TechCrunch, Google said "We look forward to working with Incentive Targeting in our ongoing efforts to help consumers save time and money and enable retailers deliver relevant discounts to the right customers." In a post to its own website, Incentive Targeting said that being purchased by Google will give it the resources it needs to continue turning couponing "from a way to give discounts to a way to build business."

Incentive Targeting offers tools to retail partners that allows them to see just how effective their coupon marketing is, which in turn allows them to target these campaigns at consumers who will give a larger return on investment. Hearing that, it's no wonder why Google wanted to acquire the company, because if it's something that can help advertisers target their campaigns more effectively, it ultimately means more ad money for Google.

The amount of money Google paid to acquire Incentive was not revealed, and it doesn't seem like it will be. We'll have to wait and see just what Incentive does now that it's been taken under Google's wing, but you can sure that Google will put the Incentive folks to work soon. Stay tuned for more information.


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