dunnhumby, a wholly owned subsidiary of Tesco, has acquired Sociomantic Labs, a Berlin-based global advertising technology firm. The terms of the deal have not been disclosed. According to a company statement, Sochiomantic has been profitable since its founding in Berlin in 2009, and has grown organically to more than 200 employees in 16 offices. It reported revenues of over $100 million in 2013. Business Insider had reported the possibility of this deal a couple of weeks ago, quoting industry sources. Sociomantic has operations in India, set up almost a year ago, led by Mahesh Narayanan, who was previously the Country Head (Mobile) for Google India. It has most e-commerce companies as its clients, including Flipkart, Jabong, Ebay and Goibibo. Interestingly, Narayanan had joined Google after AdMob, of which he was Country Manager for India, was acquired by the co. Narayanan told MediaNama that Sociomantic currently has 5 employees in India, and headcount will soon increase to 10. He declined to comment on which Dunnhumby products will be released in India, saying that it is too early. Dunnhumby analyses data from more than 400 million customers across the globe to customise customer experiences, with products for tracking and analysing e-commerce product performance, merchandising analytics and social communication. It serves clients such as Tesco, The Kroger Co., Coca-Cola, Macy’s, Procter & Gamble and PepsiCo. Sociomantic Labs works with e-commerce marketers to offer them programmatic display advertising solutions for online, mobile and social. It offers personalized dynamic ads for retargeting, prospecting and loyalty campaigns. It adds, to Dunnhumby's…
