Infillion acquires Catalina to integrate shopper data into ad platform

Infillion, a composable advertising platform, acquired Catalina, a pioneer in shopper intelligence, to integrate deterministic purchase data into its media execution systems. The deal is granting the ad-tech firm exclusive access to shopping history from 130 million households as it seeks to verify sales outcomes for advertisers. Executives stated that the move is enabling brands to target audiences based on actual behavior rather than inferred intent.