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A Great Opportunity: Real-Time Audience Relationships at Scale
December 7, 2011 - Jim Soss, CEO
It is with great excitement that I communicate today the acquisition of Red Aril by iCrossing (a unit of Hearst Corporation). For me and the rest of the Red Aril executive team (Kira Makagon, Sasha Berman, Kiril Tsemekhman and Carol Eckardt) today's news marks the end of one phase and the beginning of another on our journey. Being part of the iCrossing and Hearst family means Red Aril may now offer our clients a new opportunity: integrated, personalized marketing campaigns and real-time audience relationships at scale.
Red Aril will combine our data management and audience optimization platform with iCrossing's audience insights, digital marketing skills, and content development experience to provide clients integrated data management and real-time personalization across marketing channels. Just imagine the combination:
- A scalable, real-time-based system, which thrives on deriving intelligence from large data sets, now part of the iCrossing Connected Marketing Platform to give clients better insight into how audiences act across channels -- and the ability to make more highly refined digital ad spend a broader platform with significant source of data.
- The only DMP with integrated media and data optimization now tightly embedded into marketing campaigns to improve return on ad spend through more relevant marketing.
As the leader of a venture-backed startup, I always hoped this moment would come for us, finding a strategic company so well-suited as iCrossing is. As Red Aril is a solution provider to enterprise marketers, advertisers and media and publishing companies, our synergy with iCrossing is outstanding. Ultimately, the Red Aril team’s immediate and natural connection with CEO Don Scales, Chief Technology Officer Peter Randazzo, and the entire iCrossing leadership team made it an easy decision.
Based on responses from our clients, I know they are as excited about the news as the Red Aril team. Our clients have always appreciated that Red Aril broke new ground in delivering solutions that others claimed to possess but could not deliver. I personally look forward to being part of the iCrossing team and continuing to drive innovation and deliver on the promise of the agency’s mission: to build connected brands.
Finally, let me close with a big Thank You! to the Red Aril family. You made this journey possible – our employees, vendors, investors, advisors, supporters and, most importantly, our clients.