Neptune Retail Solutions Completes Quotient Acquisition

Retail marketing firm Neptune Retail Solutions has completed its acquisition of Quotient Technology, the parent company of Coupons.com.

"We are excited to close on this accretive acquisition and are beginning the integration of Quotient technology, systems, products and infrastructure today,” Neptune CEO William (Bill) Redmond Jr., who is now the CEO of the combined business, said in a Sept. 5 media release.

The merger was announced in June for $430 million in cash. It brings together Quotient’s technology platform, extensive digital promotions retail network and proprietary data with Neptune’s broad in-store network and data-driven shopper marketing insights across in-store and print media.

Neptune Retail Solutions’ platform includes in-store marketing rights in North America’s top grocery, dollar and drugstores, including Ahold, Albertsons, CVS, Family Dollar, Kroger, Loblaws, Publix, Rite-Aid, Southeastern Grocers and Walgreens. It also owns and operates cashback app Checkout 51, generating first-party shopping data via receipt scans from key retail locations across the U.S. and Canada.

Quotient was founded in 1998 and partners with advertisers, publishers and retailers, including Clorox, Procter & Gamble, Unilever, CVS Pharmacy, Dollar General, Ahold Delhaize USA, Amazon and Microsoft.

Quotient Ups DOOH Game
Just before the acquisition closure was announced, Quotient launched Brand Safety, a capability within its digital-out-of-home (DOOH) platform that helps advertisers ensure their physical ad inventory is in “brand-safe environments” and near points of interest, venues or businesses that align with their brand and messages.

The capability gives advertisers greater control and authority over their DOOH ad placement across inventory types, ensure the quality and relevance of their campaigns and amplify their brand message to the intended target audience, according to an Aug. 23 media release.

The DOOH space has experienced significant growth recently, particularly in terms of programmatic activation and measurement advancements. According to Insider Intelligence, U.S. DOOH advertising will draw 36.2% of OOH advertising revenue this year and more than 41% by 2026.