Infillion buys Foursquare, adding location data to its ad platform
What's the deal? Infillion is acquiring location data company Foursquare, founder and executive chairman Rob Emrich told Axios. Financial terms were not disclosed. Foursquare will keep operating as an independent brand within Infillion, selling its data to customers — including those on competing ad platforms.
What each side brings: Foursquare launched in 2009 as a consumer check-in app and now runs a database of more than 100 million points of interest across 200 countries, 16 billion human-verified check-ins, and aggregated coverage of 250 million US devices. Infillion is an ad tech company building a broader advertising platform.
What changes: The deal will lift Infillion's revenue and headcount by roughly 20% to 25%. Most of Foursquare's roughly 150 employees will join Infillion's 650 full-time staff; Foursquare chief executive officer Gary Little will not.
The key hire: Lindsey Kintner, Foursquare's senior vice president and global head of sales, joins Infillion as general manager of its data business unit and a member of its management team.
What's the endgame? Infillion has been assembling an advertising platform through deals, including MediaMath, CatalinaDealroom has a profile for this one. Try Dealroom →, and now Foursquare. Combining Catalina's purchase data with Foursquare's data on store and restaurant visits gives it more to target ads and measure real-world outcomes.
Why now? Emrich says owning these datasets lets Infillion learn from campaign results faster than when targeting, measurement, and media buying sit at separate companies. He calls the company an "active acquirer" as advertisers seek fewer standalone tools and more platforms tied to business outcomes.
By the numbers: Foursquare has raised about $412 million in debt and equity, according to PitchBook, which valued it at $450 million after US$97.1M financing in 2019. Its backers include Andreessen Horowitz, Union Square Ventures, Microsoft, Silver LakeDealroom has a profile for this one. Try Dealroom →, and The Raine GroupDealroom has a profile for this one. Try Dealroom →.
What to watch: Infillion says it will evaluate the future of the Swarm and Superlocal consumer apps, including open-source models and partnerships. "We don't have anything to announce today on it," Emrich said.
The signal: The acquisition pushes an ad tech firm into the data sales business, betting that owning the data behind its platform beats renting it. It reflects a wider consolidation as advertisers reward platforms that connect targeting, measurement, and buying under one roof.
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