InMarket Buys NinthDecimal as Location Consolidation Persists

Location-based marketing firm InMarket is buying rival NinthDecimal, a major move in the location marketing industry consistent with recent consolidation in the space.

The companies tout combined annual revenue of $100 million. InMarket now boasts 200 employees, 550 partners selling its services and products, and 24 patents across location, measurement, and digital marketing. NinthDecimal CEO Michael Fordyce joins InMarket as chief business officer. President David Staas will assume the role of chief product officer.

The move comes at a time when location marketing competition is heating up as the number of major players in the space winds down. Foursquare is widely recognized as the leader in location, especially after its merger with Factual earlier this year. PlaceIQ acquired Freckle IoT. X-Mode bought Location Sciences’ location data assets.

With the boost of NinthDecimal’s tech, talent, and partnerships, InMarket is better positioned to compete. But as Greg Sterling pointed out at Search Engine Land, the company also appears to be framing its future beyond location. InMarket is pitching itself as the standard not just in location but in “real-time, data-driven marketing.”

“With the addition of NinthDecimal’s solutions, InMarket will offer the ultimate platform—one that will enable marketers to build 360-degree, closed-loop omnichannel marketing programs, and track a campaign from impression-to-purchase,” InMarket CEO and founder Todd Dipaola wrote on the company’s blog.

That means the company’s aspirations lie in an area of marketing insights that has become all the more important in recent months: connecting the online and offline journeys.

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Joe Zappa is the Managing Editor of Street Fight. He joined Street Fight as a contributing writer in 2015, has compiled the daily newsletter since 2016, and has spearheaded the newsroom's editorial operations since 2018. Shoot him an email at jzappa@streetfightmag.com.
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