Google Acquires Incentive Targeting, a Coupon-Targeting Company With Big Implications
Google has acquired couponing platform Incentive Targeting, both for the expertise of the company’s employees and for its capabilities. Incentive Targeting enables CPG and grocery businesses to run promotional campaigns on its self-service website, though its technology can be applied to other industries. “Our unique approach slashes the cost, time, and effort required by letting marketing executives design, manage, and monitor campaigns for themselves,” Incentive Targeting says. “And, because we only charge for redeemed offers, we reduce risk for the advertiser.” The business model is commission-based or cost per action. Google’s vision here appears to be tied to its mobile payments initiative, Google Wallet. The big vision here is an ecosystem where online and mobile ads are tracked to the point of sale, with data helping marketers to refine, personalize and improve those ads. Incentive Targeting sets out to close the loop for advertisers, aiding them in their quest for running tailored promotions that drive loyalty and new customer acquisition. (Screenwerk, VatorNews)
