Google grabs coupon start-up Incentive Targeting

Nov. 29, 2012

The retail coupon technology company Incentive Targeting has been acquired by Google, the company announced. Incentive Targeting, at just five years old, had raised $4.4 million and signed customers including Supervalu, Big Y and Giant Eagle to its coupon marketing service for supermarkets, according to

"When we founded Incentive Targeting in 2007, we set out to do for retail couponing what Google had done for online advertising: make it simple, relevant, measurable, and effective. So, it is both humbling and gratifying to be joining the ranks of the company that inspired our initial vision," co-founders Ben Sprecher and Joshua Herzig-Marx wrote on the Incentive Targeting site.

"As part of Google, we will have the resources and expertise to continue the transformation of couponing from a way to give discounts to a way to build business. And, we can now work towards that vision as part of a company that improves the lives of hundreds of millions of people every day."

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