CHARLOTTE – DrivenIQ, a company backed by Charlotte-based Capstone Technologies Group, Inc. (OTC: CATG), has acquired Visitor Data Inc. in what a press statement referred to as a “multi-million-dollar deal.”
The Maryland-based DrivenIQ now owns “more than 500 million 1st Party consumer records, proprietary advertising technology and geo-location targeting capabilities,” according to the statement.
That was the purpose of the acquisition, the statement noted, was “primarily for its double opted-in First-Party Data Pixel Technology, which matches mobile device IDs on any website with corresponding names, emails, phone numbers and street addresses.”
No more cookies?
According to the statement from the company, the world is already moving toward a “cookieless future,” as some companies, including Google, have recently disabled cookie tracking.
“Our industry has strived to deliver relevant ads to consumers across the web, it has created a proliferation of individual user data across thousands of companies, typically gathered through third-party cookies,” reads a blog post published by Google on a company blog site last March. “This has led to an erosion of trust: In fact, 72% of people feel that almost all of what they do online is being tracked by advertisers, technology firms or other companies, and 81% say that the potential risks they face because of data collection outweigh the benefits, according to a study by Pew Research Center.”
Google successfully filed for the dismissal of a cookie-related lawsuit in 2013, as reported by WRAL TechWire.
The technology of DrivenIQ does not rely on third-party cookies, said Albert Thompson, the company’s founder and CEO, in the statement.
“This acquisition is yet another example of our commitment to build the most robust 1:1 consumer data enhancement platform, where consumers and brands connect and share information directly with each other, while also building a way for all businesses to build and own their own data audiences,” said Thompson.
The publicly traded Capstone Technologies Group, Inc bought a minority interest in DrivenIQ last year, and financed the acquisition of Visitor Data Inc., according to the statement.