Infillion is buying Foursquare outright for undisclosed terms, moving the ad tech company into selling data directly, according to Axios. Foursquare will keep operating as its own brand inside Infillion and keep selling data to its own customers, including ones buying media on rival ad platforms. The deal adds roughly 20% to 25% to Infillion’s top line and its staff, with most of Foursquare’s 150 or so employees moving over to join its 650, minus CEO Gary Little. Infillion bought Catalina this year for deterministic purchase data, and Foursquare tracks which shoppers visited a given store or restaurant, so Infillion now owns both the inputs it targets ads on and the record of whether those ads produced a visit.
