Google has acquired targeted marketing firm Incentive Targeting today, and, yes, this one is for real. The specific of the deal have not been confirmed, but has been confirmed by both sides. Incentive Targeting provides focused marketing efforts and coupon campaigns for the grocery and consumer products industries, much the same way that Google offers targeted ads online.
The acquisition is expected to help Google run targeted coupon programs for retailers and physical goods, likely using their Wallet service as the base. It is not unlikely that the whole thing could be rolled into Google Offers to provide a more robust system of deals catered to the individual user based on things such as preferences and location.
A statement from Google reads:
“We look forward to working with Incentive Targeting in our ongoing efforts to help consumers save time and money and enable retailers deliver relevant discounts to the right customers.”
Incentive Targeting has raised $4.4 million in funding. The exact price Google paid to acquire the startup has not been disclosed.