LiveIntent, the platform that provides a smarter way to market and advertise in email, today announced the acquisition of the Danish Startup Mojn. Mojn, founded in 2009, is renowned for its novel approach among the people-based marketing thought leaders as Europe’s leading company for onboarding client data across channels without Personally Identifiable Information (PII).
Mojn brings to LiveIntent its signature innovation, The No Identity Graph. LiveIntent ‘s 750 publishers and 450 brands will leverage the No Identity Graph to power people-based marketing campaigns in environments where it was previously not possible: to its monthly audience of 117mm unique users, all without ever collecting or using PII.
“The acquisition is significant for LiveIntent’s brands,” said LiveIntent CEO and Founder Matt Keiser. “Mojn is years ahead of the rest of the market when it comes to an EU compliant solution for marketing to people, not pixels, without PII. In short, it provides more ways to programmatically connect brands to our 117mm monthly unique people. For instance, the No Identity Graph will allow LiveIntent to work more effectively with cross-channel and cross-device DSPs like MediaMath, Tapad and Criteo that support persistent IDs while continuing to work with the leaders in people-based marketing including: Salesforce, Acxiom, Experian, IBM, Adobe and Oracle. No matter who the partner is, the LiveIntent mission remains the same: helping brands reach their customers where they are spending over 6 hours per day: the email channel. The acquisition complements our platform and reinforces our commitment to providing differentiated technology to our partners that leaves them in control of their marketing, advertising, and data.”
The Identity Graph is the concept that’s driving the leaders in people-based marketing, with companies like Oracle, Twitter, Facebook, and AOL/Verizon, to name a few, blazing the path. Identity Graphs refer to the means by which a platform recognizes a user across devices and channels in order to serve the same person consistent marketing irrespective of device and channel, allowing for measurement and attribution online and offline (which is not possible with cookies alone). This practice normally relies on PII, but LiveIntent’s implementation of the No Identity Graph means LiveIntent will not collect or use PII to execute marketing on behalf of their brands.
“LiveIntent is committed to building a leading tech organization in the US and abroad that tackles the challenges of operating at the intersection of marketing and advertising in an attention and device fragmented world,” continued Keiser.
The acquisition comes at the end of another growth year for LiveIntent. In addition to acquiring the Avari Recommendation Engine, launching a Marketing division and opening its Berlin office earlier this month, the platform earlier this year also:
- Closed a growth round of funding led by FTV,
- Integrated with major Marketing Clouds likes Salesforce
- And was named the Second Fastest Growing Company in NYC by Crain’s, for the second year in a row.
The Mojn tech team will remain in Copenhagen, where LiveIntent continues to heavily recruit. The rest of the Mojn team will move into the LiveIntent Ltd offices in London, joining a team that launched the UK Headquarters in 2014.
LiveIntent is a smarter way to market and advertise in email. The LiveIntent platform helps over 450 top brands deliver marketing and advertising messages to over 117MM unique, engaged people each month, in emails sent by 750 top US publishers and brands to their loyal subscribers. In 2010, LiveIntent cut its teeth as a smarter way to buy and sell ads in email and has since been recognized in both 2014 and 2015 as the second fastest growing company in NYC (by Crain’s) and as one of America’s Most Promising Companies (Forbes 2015.) With the anonymized email address at the center of its platform, LiveIntent is at the intersection of advertising and marketing. LiveIntent is now one of the largest people-based marketing platforms by reach (117M people per month) in the world and also one of the first, having gone to market with the technology in 2010. LiveIntent is headquartered in NYC, with offices in Austin, Detroit, Copenhagen, Berlin, and the UK, serving as home to 175 people and counting.