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Ecommerce platform Snapdeal has acquired the US-based advertising platform, Reduce Data for an undisclosed amount.

Reduce Data, founded in 2012 by Asif Ali has developed a programmatic display advertising platform that leverages artificial intelligence, real-time data and other tools. It focuses on delivering return on investment for advertising campaigns.

The firm helps advertisers deliver advertising strategies for consumers across devices.

Reduce Data has customers across the US, India and the UK.

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Post acquisition, Reduce Data team will join Snapdeal and drive the roadmap to build a world class discovery platform and associated tools for brand, said Snapdeal.

Currently, Snapdeal offers more than 15 Mn products in 500+ categories on its platform. The company claims to have more than 200,000 sellers that deliver across more than 5,000 cities and towns in India.

Snapdeal started ads on its platform in May 2014, with this acquisition, the company is looking to push itself into strengthening its advertising business.

Earlier, Snapdeal had also acquired mobility solutions company Letsgomo Labs to improve its mobile technology capabilities. On the other side, Flipkart had acquired AdIQuity Technologies, earlier this year.

This is the 12th acquisition announced by Snapdeal since 2010. A few of the companies Snapdeal has acquired include, Grabbon (2010), eSportsBuy (2012), Shopo (2013), Doozton (2014), Wishpicker (2014), RupeePower (2015), Exclusively (2015) FreeCharge (2015) and MartMobi Technologies (2015).

Just yesterday, Flipkart had announced acquisition of payment services startup FX Mart Pvt. Ltd, for about $6.5 Mn.

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