Israel’s MentAd acquired by US adtech firm SocialCode for undisclosed amount

Israeli marketing tech startup MentAd has been acquired by US company SocialCode. No figures were disclosed.

MentAd, which is headquartered in Tel Aviv, was founded in 2011 and has developed a predictive analytics platform for marketing departments. It has previously raised $4.7 million from Blumberg Capital and OurCrowd and has offices in New York and Palo Alto.

SocialCode is an adtech company based in New York under the umbrella of Graham Holdings Company.

“SocialCode shares a similar vision and approach to the one we’ve had at MentAd from day one,” said founders Yuval Baror and Daniel Romano, adding that all of its staff will be joining SocialCode.

“The integration of MentAd’s technology and team empowers SocialCode with new capabilities to optimize performance and scale large campaigns for leading brands more quickly,” Social Code CEO Laura O'Shaughnessy told Globes. “This includes Facebook direct-response campaigns, a major driver of our growth.”