Acquisition expands existing location-based advertising capabilities

September 15, 2009

1 Min Read

CHICAGO -- NAVTEQ, the leading global provider of digital map, traffic and location data for in-vehicle, portable, wireless and enterprise solutions, has acquired Acuity Mobile. NAVTEQ has worked with Acuity Mobile for several years, leveraging Acuity’s leading mobile location-based advertising delivery platform to differentiate NAVTEQ’s interactive advertising capabilities. The acquisition is a natural extension of the successful relationship between the two companies.

The acquisition of Acuity Mobile, a US-based company with approximately 18 employees prior to close, underscores NAVTEQ’s commitment to and investment in location-based advertising technology and solutions. Earlier this year, NAVTEQ launched NAVTEQ LocationPoint™ Advertising which enables advertisers to reach and engage consumers where and when they are making shopping and purchasing decisions. NAVTEQ has been leveraging Acuity Mobile technologies to meet the increasing demand for location-aware advertising services as the volume of location-aware devices and applications has grown.

Acuity Mobile's embedded mobile advertising platform (eMAP) technology enables precise location targeted advertising. The company provides platform-independent, real-time, interactive content which can be targeted based on relevance of offer, recipient preferences, and exact location. The service supports robust campaign management, tracking and reporting as well as APIs for integration into marketing databases providing content, promotions and advertising to virtually any application on any platform

“Acuity Mobile has developed unique technical capabilities in geo-targeted messaging that is considered to have higher value since it targets consumers when they are mobile and ready to purchase,” said Gregg Smith, Acuity’s former CEO. “NAVTEQ has been leveraging our capabilities for some time and, with NAVTEQ’s commitment to grow location-based advertising, it made sense for the companies to align more closely.”

Navteq Corp. (NYSE: NVT)

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