The acquisition will add more than 300 products to L’Oreal’s lineup.
Facebook works with the vendor to let marketers target shoppers based on their offline actions.
Datalogix, a vendor that connects consumers’ offline purchases to their online presences, has raised $25 million. The company plans to use the funds to bolster its technology and expand internationally.
The vendor gathers consumer offline purchasing data from retailers’ loyalty cards. It also works with other data brokers to gain access to consumer behavior. It says it has information on about $1 trillion worth of consumer spending. Datalogix bundles that information into anonymous profiles that it sells to companies like Facebook, which then use its information to help marketers better target consumers based on their likely offline purchases. It also sells those profiles to ad exchanges.
The vendor says it is growing rapidly—its revenue last year rose 50%, it added more than 100 employees and it opened offices in Detroit, San Francisco and London. The company says it has roughly 250 employees, but does not disclose its total revenue.
Private equity firm Institutional Venture Partners led the round, along with existing investors General Catalyst Partners, Sequel Venture Partners and Costanoa Venture Capital.
“Datalogix is playing a critical role in helping ad dollars move online effectively at scale,” says Sandy Miller, general partner at Institutional Venture Partners. “Seldom have we seen a company at their stage be this well-positioned to capture a market opportunity of this magnitude.”