InMarket has acquired ChannelMix for an undisclosed sum, in a bid to enhance its data analytics and measurement capabilities.

By integrating ChannelMix’s Marketing Impact Modeling (MIM) platform with InMarket’s Lift Conversion Index multi-touch attribution solution, marketers gain access to a measurement system that combines real-time optimisation with long-term strategic planning, advanced artificial intelligence and privacy-focused, compliant data integration capabilities, the company stated.

InMarket CEO, Todd Morris, said: “We are excited to bring ChannelMix’s pioneering, next-generation solutions to InMarket’s clients.

“In an era where data and real-time decision making is paramount for marketing efficiency and effectiveness, the integration of ChannelMix’s sophisticated analytics with InMarket’s industry-leading, real-time marketing and measurement capabilities will empower our clients to make more informed, data-driven decisions.

Morris added: “This acquisition reinforces our commitment to providing the most comprehensive and effective marketing solutions on the market.”

ChannelMix Co-Founder and CEO, Matt Hertig, continued: “ChannelMix’s Marketing Impact Modeling platform addresses the shortcomings of traditional analytics and MMM platforms, which often rely on outdated data and infrequent updates.

“By integrating this cutting-edge technology and platform into InMarket’s award-winning measurement suite, we can offer clients real-time, actionable insights and optimise their marketing spend across campaigns and channels with unprecedented levels of accuracy and speed.”