Location marketing firm Uberall has acquired rival Navads and raised an additional $25 million in venture funding after closing a series B for the same amount just earlier this year. The exact terms of the acquisition deal are undisclosed.
Having gobbled up another player in the location data-driven marketing space, Uberall now manages location marketing for over 700,000 locations around the globe, according to a press release.
Navads is itself a weighty presence in location marketing. The company works with 800 brands, including such global giants as Shell, McDonald’s, and BP.
“In partnering with [Navads], we manifest our position as a global leader for local marketing and emphasize our presence in the US, where Navads has seen considerable growth,” Uberall Co-CEO Florian Huebner said. “We are excited to be building on their focus on supporting the developments in autonomous driving, augmented reality, and voice search and to introducing their clients to Uberall.”
Uberall sees the services it offers as ever more crucial at a time when customers are to some extent exchanging old loyalty habits for the convenience of “near me” searches, navigating to the nearest brick-and-mortar options to which Google or Apple Maps will take them. The company also recently announced a partnership with TripAdvisor and upgraded location services to address the near-me mobile search boom.
HPE Growth Capital, which led the Series B announced seven months ago, led the extended round, which also saw contributions from Project A and United Internet.
Joe Zappa is Street Fight’s managing editor. Join him on Twitter @joe_zappa.