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Where acquires LocalGinger to help merchants reach local consumers

LocalGinger recently rolled out a social commerce platform that lets merchants manage their own daily deals. Where plans to combine the platform with its consumer reach through the company’s Where Ads platform.

“The strategy is to combine the power of a daily deal/social commerce platform with the extensive reach of our Where Ads network,” said Dan Gilmartin, vice president of marketing at Where Inc., Boston.  “Combined, we will deliver local merchants an advertising tool to deliver real-time commerce.

“This deal is about providing tools to local merchants to reach a local audience,” he said. “One of the great things about what we have built is our reach. 

“With over 100 publishers on our network, we now have consumer reach of 50 million – this gives advertisers on our network the capability to connect with their audience, and manage their own deals.” 

Where is a local search and recommendation service on mobile and the PC Web.

Mobile deals
LocalGinger’s platform connects people with places.

Where is working with partners and speaking directly to merchants about its new service.

Mr. Gilmartin said the company is currently working with one of the popular daily deal companies, which is buying on Where’s ad network. He would not reveal which company.

“The reaction from small business is overwhelmingly positive,” Mr. Gilmartin said. “They are looking for a solution to help grow their business, one that does not leave them without margin.

“They also want something that allows them to target a specified radius,” he said. “Our new solution delivers on both fronts.”

Where in mobile
The deals will be available through Where and via native and Web applications from its publisher partners. 

Where is available on several handsets and eight operating systems, including Apple, Android and BlackBerry.  

“We continue to focus on two key areas of our business, our consumer service and our mobile search and display ad network,” Mr. Gilmartin said. “We are working the next generation of our application which will focus on personalized local discovery. 

“We are also expanding our ad network with more publishers to provide even greater reach,” he said. “Lastly, we continue to focus efforts on our relevancy algorithm. 

“Ensuring relevancy in content we provide in our application along with delivering appropriate ads to the right audience is a key to our success.”

Final Take
Rimma Kats, editorial assistant at Mobile Commerce Daily, New York