Somerville-based digital media technology company Adiant has acquired a “CAPTCHA” ad platform that transforms to the bot-protection software into a consumer touchpoint, it announced Tuesday.The deal for Solve Media’s advertising business unit and its Type-In platform will expand Adiant’s online advertising offerings, the company said in a news release.
“In today’s digital world of ad blockers and fraud, engagement has become one of the most important metrics to measure digital advertising campaign success,” Ash Nashed, CEO of Adiant, said in a prepared statement. “We make it a priority to invest in technology and unique ad formats that increase value for both advertisers and publishers.”
Adiant said it will be expanding its New York City office, and expanding into Philadelphia, as a result of the deal. The company also has an office in Buffalo, New York.
“Many top-tier brand agencies stated that Solve Media’s Type-In products consistently generate the highest brand and message lift,” Nashed said. “This is the only major ad format where consumers interact with a brand’s key message, as opposed to the passive display and pre-roll models.”