Meebo has acquired the online ad targeting company Mindset Media. Terms of the deal were not disclosed.
Mindset Media creates profiles of Web users based on their personalities and interests. The company’s strategy is to offer a targeting alternative to ad exchanges and behavioral targeting geared for brand advertisers.
According to Meebo COO Martin Green, the company will be able to use Mindset Media’s tools to enhance advertising on its toolbar. Meebo distributes to dozens of content sites a toolbar, which sits at the bottom of a user’s screen and enables them to share content via various social and communications platforms. Meebo reached 76 million unique users in the U.S. as of December.
“So far, the Web has done an inadequate job serving brand marketers, and we intend to change that,” said Green. “Mindset Media has a solution that is very useful to the biggest brands in the world, including some of the household names in the consumer packaged-goods business.”