BlueKai Buys Ad Data Analytics And Optimization Startup TrackSimple

We’ve learned exclusively that BlueKai, an online auction-based data exchange, has bought TrackSimple, an analytics company that provides reporting, analysis and prediction services to media companies. Terms of the deal were not disclosed but we’ve heard the deal is an all-stock transaction. This SEC filing indicates that the stock sold to TrackSimple is worth $6.8 million.

TrackSimple, which only launched in 2009, was founded by former Amazon employees Jon Ingalls and Ajit Banerjee. The startup, which raised $2.5 million in funding, provides data analytics and optimization services for media buyers and advertisers to bring all of their media and commerce data (online & offiline) into one place. TrackSimple’s product, InsightService, will not only aggregate all this data, but will also make recommendations and serve insights on data based on performance.

BlueKai aggregates data from shopping and research activities across the Internet and provides this data on-demand for marketers, ad networks or publishers to boost the quality and scale of their ad targeting initiatives. Data buyers include many of the top ten US online ad networks.

BlueKai will integrate TrackSimple into its own platform, offering advertisers an all-in-one offering that includes data analytics, performance and data buying recommendations. The Bellevue-based company has raised $35 million in venture funding.