Google has acquired Massachusetts based retail couponing startup Incentive Targeting that that provides online marketing and personalised couponing services via a self-service platform.
Established in 2007, the startup collaborates with retail chains to offer a targeted marketing service to producers of grocery and consumer products.
Following the acquisition Incentive Targeting founders Ben Sprecher and Joshua Herzig-Marx jointly said: "As part of Google, we will have the resources and expertise to continue the transformation of couponing from a way to give discounts to a way to build business.
The Massachusetts-based startup firm’s patented software will allow marketers to view sales data and trends, and further enable leveraging the data as part of coupon campaigns.
The firm also said that it embark on retail couponing what Google had done for online advertising, through a simple, relevant, measurable, and effective solution.