Local mobile advertising network xAD has acquired the remaining assets of Go2 Media. These assets include Go2 Media’s direct-to-consumer business as well as the mobile web properties, brands and search sites of the company.
xAD says that with this acquisition, the mobile ad network will gain the consumer-facing content and traffic of go2 Media, expanding its reach to millions of new users. Go2 Media was led by CEO Dan Smith, former SVP of Product and Operations for 80108 Media, a local SMS business that merged with Go2 in 2007. Go2′s local advertising publishing platform assets were sold to Poynt earlier this year.
xAD, which recently raised $4 million in new funding and wants to be the “AdMob of Local,” offers a local mobile search and advertising network in the U.S. The company’s patented mobile optimization technology identifies who, what, and where an end user is, and serves the most relevant click, call and check in based advertising.
For example, on the White Pages iPhone and Android apps, xAD will serve an ad for a local restaurant when a user searches for a restaurant within the app. The startup promises to return relevant ad results 80% of the time. Currently, xAD has more than one million local and national advertisers.
For xAD, the acquisition (which were assuming was below $1 million), is a reach play. Go2 will boost the consumer reach for xAD’s advertiser base.
Established in 2009, xAd is one of the largest mobile-local advertising networks in the U.S. and the only one offering both targeted search and display. Across its network, xAd aggregates and manages nearly half a billion location-specific ad requests per month, billions of business listings, and over one million national and local advertisers. Its proprietary technology and quality-score algorithm, which takes into account nearly 30 variables such as user behavior and search location, deliver local and contextual relevance for better...
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