[Techtaffy Newsdesk]

SAS has acquired aiMatch, a company that provides cloud-based ad server technology. SAS’ advanced analytics combined with aiMatch’s technology will provide publishers with an end-to-end solution to manage, forecast, optimize and measure ad inventory, says the company. The size of the deal was not shared.

Current aiMatch customers include APN Digital, Photobucket, Pinger and Popcornflix.

Jim Davis (senior vice president and chief marketing officer, SAS): Digital advertising has huge potential to benefit from the application of advanced analytics. Publishers lack a solution to help them efficiently manage ad inventory. Advanced analytics will help determine optimal ad pricing, audience and inventory to yield maximum ad revenue.

SAS also plans to extend its capabilities to advertisers and agencies to help them make more informed decisions on where to advertise and how to optimize budgets for maximum impact. SAS now has a fully-integrated multi-channel marketing platform with ad intelligence and management capabilities. These newly acquired capabilities will complement existing solutions in the SAS Customer Intelligence suite, says the company.