Wal-Mart Stores Inc. has acquired OneRiot, a mobile and social ad targeting start-up. Financial terms of the deal were not disclosed. The Bentonville, Ark.-based retailer said OneRiot’s technology team will move from Colorado to Silicon Valley to become part of @WalmartLabs later this month.
WalmartLabs was created earlier this year when the retail behemoth acquired Kosmix, a social media technology platform that filters and organizes content in social networks to connect people with real-time information that matters to them. OneRiot allows advertisers to reach targeted audience segments via mobile, from fashionistas to sports fans to techies to moms.
Segmentation and targeting are based on things like audience interest profiles, demographics, social influence and real-time conversations. OneRiot’s audience profiles are created by mining and analyzing public big data social streams from services such as Twitter. OneRiot’s advertising-related focus could help Wal-Mart learn more about what drives consumers to click or interact with ads and ad-related content on social networks.
Anand Rajaraman, co-founder of Kosmix, who now runs @WalmartLabs, said in the company’s blog, “Here at @WalmartLabs, we’re doing some amazingly interesting and impactful work at the intersection of social, mobile and retail. The technology at the core of what we do is the Social Genome, which enables us to connect millions of consumers with the best products based on their interests at any given moment. The OneRiot technology will enrich the Social Genome, and the OneRiot team adds to the already deep expertise we have around social data analysis.”