Groupon buys data start-up Adku to boost personalisation

Groupon, the group deals service, has acquired data personalisation start-up Adku for a reported $10m (£6.3m).

Groupon: 2011 TV campaign
Groupon: 2011 TV campaign

Details of the sale remain undisclosed but reports from TechCrunch have valued the acquisition at $10m.

Adku already works with major ecommerce sites Amazon and eBay. It was founded a year and a half ago in San Francisco by three former Google engineers.

Ajit Varma, co-founder and chief executive of Adku, wrote in a blog post: "We started talking to Groupon to bring our technology to more customers and quickly realised that we wanted to be a deeper part of a company."

Groupon, which uses the group-buying mechanism to offer daily deals at heavily discounted prices, was founded in Chicago in November 2008.

After turning down Google's $6bn offer to buy the business, .

It became the largest IPO by an internet business in the US since Google's in 2004, which at the time was valued at nearly $13bn.

In the UK, , after the regulator received complaints from the Advertising Standards Authority, among others.

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