MUMBAI: Online marketplace Snapdeal has acquired Reduce Data, a Mountain View, USA based programmatic display advertising platform. With this acquisition, the Reduce Data team will join Snapdeal and drive the roadmap to build a world class discovery platform and associated tools for brands as well as over 200,000 sellers on the marketplace.

Reduce Data is focused at powering brands deliver advertising strategies for consumers across platforms and devices. Its proprietary platform leverages artificial intelligence, real-time data and other tools, delivering high return on investment for advertising campaigns. It was founded in late 2012 by Asif Ali, a technology entrepreneur as well as the lead architect at the company. The engineering team led by Ali, which currently has customers across US, UK, India is now a part of the Snapdeal family.

Snapdeal co-founder Rohit Bansal said, “At Snapdeal, we are always on the lookout for talented people who come with specialised skills that augment our capabilities. Asif comes with 17 years of rich experience in building web scale technologies, Product Management and building highly specialised teams focused on a data platform and ad tech products. We are confident that Asif and his team will further strengthen our technological capabilities”

Reduce Data CEO Asif Ali added, “We are very excited to become a part of the Snapdeal family. We strongly believe that world class technology innovations are happening here. The company has grown at a phenomenal pace in the last few years. We look forward to building world class technology products at Snapdeal and set new benchmarks for the industry in this space.”