Google nabs coupon-marketing startup Incentive Targeting

Google has acquired a Massachusetts startup that specializes in producing personalized online coupons.
Written by Rachel King, Contributor

Google has acquired Incentive Targeting, a Cambridge, Mass.-based company that specializes in online marketing and personalized couponing through a self-service platform.

According to Incentive Targeting's website, its solutions are designed to bring "together retailers and manufacturers" with a platform that is supposed to be able to identify groups of shoppers within minutes and then send them "highly relevant offers."

The startup touts its approach as unique and more profitable because it only charges for redeemed offers, which is supposed to reduce the risk for advertisers.

Thus far, Incentive Targeting's primary focus has been on grocery store chains.

The Incentive Targeting team confirmed the news on the company's website, and here's a snippet from that statement:

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. And, we can now work towards that vision as part of a company that improves the lives of hundreds of millions of people every day.

We pinged Google for comment, but in the meantime, the following statement is being reported as official from the Internet giant:

We look forward to working with Incentive Targeting in our ongoing efforts to help consumers save time and money and enable retailers deliver relevant discounts to the right customers.

Although there aren't many more official details than that for the time being, it's possible that the Incentive Targeting team and resources will be integrated within Google's e-commerce units such as Google Shopping, Wallet or Offers.

Financial terms of the deal have not been disclosed.

UPDATE: A Google spokesperson responded to us and re-confirmed the statement above.

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