Kochava Buys Thalamus to Create a Yelp-Like Directory for the Ad Industry

The goal is to connect buyers to new, legitimate sources of inventory

Kochava Media Index
Thalamus will rebrand as Kochava Media Index. Kochava, Thalamus

Mobile attribution company Kochava has acquired Thalamus, a database of ad vendors, creating what it hopes will be “like a Yelp for advertisers” to find media, according to Kochava CEO Charles Manning.

Kochava is hoping to grow Thalamus, rebranding as Kochava Media Index, into a directory of ad buyers and sellers to help marketers find new sources of legitimate inventory.

“Finding fresh reach inventory is very challenging. Discovering places where you can buy more media, where it’s a legitimate company, is valuable. That’s principally the reason why we made this decision,” said Manning.

Kochava won’t be charging a subscription for this new index. Instead, it will act as a lead generation platform and drive users to other Kochava products.

Terms of the deal were not disclosed.

“We are thrilled to be joining Kochava,” Garrett Gan, founder of Thalamus, said in a statement. “As the industry’s largest advertising database, the combination of our offering with Kochava’s rich solutions is a powerful new offering for the ecosystem.”

Manning said all of Thalamus’ “handful” of employees will be joining Kochava, which has around 160 employees.

Kochava recently introduced a new product line for publishers to help maintain identity as trackers such as third-party cookies and Apple’s IDFA disappear.

The Idaho-based company is one of many ad-tech firms selling new products around identity. The industry at large is building tools in growth areas including connected TV, ecommerce and privacy as the buy-side continues to embrace automation.

All these different tools and emerging types of media require a robust directory of buyers and sellers, said Manning.

“The Thalamus acquisition is a linchpin piece of glue in fulfilling the marketers’ operating system vision,” he said.

@andrewblustein andrew.blustein@adweek.com Andrew Blustein is a programmatic reporter at Adweek.