Deutsche Post, Europe’s largest mail services operator, has announced that it’s to acquire the ad targeting platform nugg.ad in a bid to continue expanding into the online advertising market. The terms of the deal remain undisclosed, however, although nugg.ad will operate independently as a subsidiary of Deutsche Post and will remain headquartered in Berlin.
Nugg.ad is a service that enables advertisers, media agencies and publishers to increase the impact of their advertising through better targeting to groups of consumers. It does this by predicting user behaviour but doesn’t use any user identifiable data. So, as we noted in May when we covered the company’s UK expansion, “it surfs the current wave of privacy issues”. Nugg.ad also claims to be the market leader across Europe.
Talking up the acquisition, Jürgen Gerdes, Group chairman responsible for mail at Deutsche Post DHL, says: “nugg.ad is an ideal addition to Deutsche Post’s portfolio. Its solid track record of success and strength of innovation, as well as its clear focus on data protection and sustainability, impressed us.”
Founded in 2006 by Frank Wagner, Stephan Noller and Klaus Kögler, nugg.ad was backed by Berlin’s bmp Media Investors, Media Ventures and the European Founders Fund, and clients include SevenOne Interactive, GWP media-marketing, Orangemedia, Hi-Media, ARBOMedia, Interia and Austria’s Standard.