Expected to improve hyper-local ad targeting of its mobile subscribers
Facebook has acquired Seattle-based Rel8tion, a mobile ad start-up working on hyperlocal markets.
The move is expected to improve hyper-local ad targeting to the over 200 million mobile subscribers of Facebook.
According to reports, Rel8tion gives advertisers the ability to target campaigns on specific areas based on their location and demography. The company was co-founded by Peter Wilson, who worked in Google as an engineer, and Scott Hannan, who was a consultant for Microsoft.
Last year, Google and Apple acquired their own mobile ad networks, AdMob and Quattro Wireless respectively.
While confirming the acquisition, Facebook said the engineering team of Rel8tion will join their Seattle office.
The company’s CTO Brett Taylor had said "Mobile is the primary focus for our platform this year."
Terms of the deal have not been disclosed.