InMarket, a real-time marketing and measurement provider, acquired ChannelMix, a media mix modeling (MMM) and marketing revenue optimization platform, to help bolster InMarket’s data analytics and measurement capabilities. The company hopes the acquisition will accelerate its mission of moving beyond traditional MMM techniques and toward AI-powered, real-time media planning.
A key part of ChannelMix’s offerings include a Marketing Impact Modeling (MIM) platform, which reportedly accesses real-time granular data to generate actionable and timely recommendations for improving marketing performance, leads and revenue. InMarket plans to combine MIM with its Lift Conversion Index multi-touch attribution solution to help marketers unlock access to real-time optimization, long-term strategic planning, advanced AI capabilities and privacy-first and compliant data integration capabilities.
“We are excited to bring ChannelMix’s pioneering, next-generation solutions to InMarket’s clients,” said Todd Morris, CEO of InMarket, in a statement. “In an era where data and real-time decision making is paramount for marketing efficiency and effectiveness, the integration of ChannelMix’s sophisticated analytics with InMarket’s industry-leading, real-time marketing and measurement capabilities will empower our clients to make more informed, data-driven decisions. This acquisition reinforces our commitment to providing the most comprehensive and effective marketing solutions on the market.”
