• by Philip Rosenstein , June 29, 2017

NinthDecimal announced on Thursday it will buy mobile audience platform MoLOGIQ.

The terms of the deal were not made public.

The announcement comes in conjunction with the formation of NinthDecimal Labs, a new initiative to pioneer the next generation of marketing solutions derived from location data.

MoLOGIQ CEO Arvi Kang and CTO Partha Roy Chowdhury will join NinthDecimal on July 1, once the transaction is finalized.

“MoLOGIQ has been focused on developing self-service audience solutions, data visualization, DMP [data-management platforms] and proprietary SDKs [software development kits] that are highly complementary to NinthDecimal,” stated Kang. Thus "NinthDecimal is a natural fit with our vision and culture."

MoLOGIQ’s audience platform derives data from its own SDKs, public demographic data, land parcel data, and voter registration rolls. Through its SDKs, the company has access to over 50 million unique devices across both Android and iOS.

NinthDecimal’s Household Graph will be enhanced by MoLOGIQ’s geo-spatial capabilities, as users’ devices are mapped to their household addresses. This bridging of offline and online data will be an additional boon to marketers working on cross-device campaigns.

“Clients are increasingly asking us to solve problems that go far beyond the traditional uses of location data, especially those related to omnichannel ROI measurement capabilities,” stated Michael Fordyce, CEO of NinthDecimal.