Bellevue’s BlueKai today said it’s buying TrackSimple, a Seattle startup that developed tools for analyzing, reporting and managing online advertising campaigns.
BlueKai provides data that advertisers use to target online marketing. It’s using the TrackSimple tools in a new “data management platform” that was also announced today.
BlueKai designed the platform, aimed for use by online marketers and ad agencies, “to make data utilization as easy as plugging into a socket and getting electricity,” Chief Executive Omar Tawakol said in a release.
TrackSimple was incorporated in October 2007 and is led by a group of former Amazon.com engineering managers.
Jon Ingalls, chief executive, was director of performance at Amazon and Ajit Banarjee, chief technology officer, was a principal engineer who worked on Amazon’s software load balancing system.
TrackSimple raised $2.5 million from Ignition Partners in 2008. In an SEC filing Monday, BlueKai said it issued stock worth $6.8 million “in connection with the merger.”
BlueKai has raised more than $30 million from investors, including $21 million a year ago.