Snapdeal acquires US-based Reduce Data

Online marketplace Snapdeal has acquired US-based Reduce Data Inc, a startup that runs a programmatic display advertising platform, for an undisclosed amount.

With this deal, Snapdeal (which is run by Jasper Infotech Pvt Ltd) aims to build a 'world class discovery platform' for over 200,000 sellers on its marketplace, as per a press statement.

The engineering team at Reduce Data, including its Silicon Valley-based founder Asif Ali, will join Snapdeal as part of the arrangement, the company 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," said Rohit Bansal, co-founder of Snapdeal.

Reduce Data, which also has presence in Chennai, was set up in 2012 by Ali, Vagmi Mudumbai (CTO) and Darryl Jose (COO). Prior to founding Reduce Data, Ali founded ZestADZ, which was acquired by Komli Media in 2011. Mudumbai ran Dharana Software before this, while Jose had earlier founded two service businesses out of Iowa.

Reduce Data helps advertisers identify and eliminate wasted ad spend, which in turn leads to an improvement in campaign ROI. Its proprietary platform leverages artificial intelligence, real-time data and other tools.