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Placecast Acquired by Ericsson’s Emodo

In a deal announced today, location-based marketing and loyalty company Placecast has been acquired by Emodo for an undisclosed amount.

Emodo is a Swedish networking and telecom company that helps telcos monetize their subscriber data. The company, which debuted just months ago in November, is an Ericsson-owned entity.

As part of today’s deal, San Francisco-based Placecast’s CEO Alistair Goodman will transition to the role of Emodo Chief Commercial Officer. Placecast’s 38 employees will join Emodo’s workforce of 27 at its headquarters in the same city.

In a blog post, Goodman said that the deal builds on the strengths of both companies. “Placecast brings its leading carrier-verified, location-based data solutions to an experienced Emodo team, backed by Ericsson’s reputation as a neutral, trusted partner for mobile operators, advertisers, and publishers,” he said. The two firms plan to complete the integration by the second quarter of this year.

Founded in 2005, Placecast offers location-based marketing and loyalty programs for mobile operators, payments companies and brands. The company maintains and scrubs location data from more than 400 million mobile user profiles, tens of millions of merchant records, IDs and addresses from around the globe. Placecast’s other location-based solutions include Mobile Data Management PlatformMobile Demand-Side Platform, and Native Mobile Advertising, among others.

The company demoed Shop Alerts mobile wallet at FinovateSpring 2013, at the height of fintech’s mobile wallet boom. Last July, Placecast launched Location Verification, a solution that leverages data from U.S. carriers to confirm the location accuracy of mobile ads, audiences, and attribution to bring geolocation to the next level.