Google Acquires Incentive Targeting

Google has acquired a coupon targeting company called Incentive Targeting.  Google executive Mike Dudas confirmed the acquisition in a tweet.  Incentive Targeting partnered with retail chains to provide a targeted marketing and coupon service to manufacturers of grocery and consumer goods.  Incentive Targeting has patents that revolves around helping marketers create personalized promotions.  They can also measure ROI in real-time.


“We look forward to working with Incentive Targeting in our ongoing efforts to help consumers save time and money and enable retailers deliver relevant discounts to the right customers,” stated a Google spokesperson.  Google will use Incentive Targeting to power highly targeted manufacturer and private-label coupon programs.

Below is a statement from the company:

We are excited to announce that Incentive Targeting has been acquired by Google!

When we founded Incentive Targeting in 2007, we set out to do for retail couponing what Google had done for online advertising: make it simple, relevant, measurable, and effective. So, it is both humbling and gratifying to be joining the ranks of the company that inspired our initial vision.

As part of Google, we will have the resources and expertise to continue the transformation of couponing from a way to give discounts to a way to build business. And, we can now work towards that vision as part of a company that improves the lives of hundreds of millions of people every day.

We didn’t reach this milestone alone. From day one, we have relied on the support and commitment of our retailers, brands, investors, partners, and advisors, as well as the hard work and dedication of our team. We could not have done this without them, and as we look ahead, we are thrilled to be part of Google!

– Ben, Josh, and the entire Incentive Targeting team

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