Infillion is acquiring location data company Foursquare, founder and executive chairman Rob Emrich announced. The ad tech company will add Foursquare's entire business, which will continue operating as an independent brand and selling data to customers, including those using competing platforms. The acquisition will increase Infillion's revenue and headcount by roughly 20% to 25%. Most of Foursquare's approximately 150 employees will join Infillion's 650 full-time staff. Financial terms were not disclosed. Foursquare, which launched in 2009 as a check-in app, has raised about $412 million in debt and equity financing. The company's database includes more than 100 million points of interest and aggregated coverage of 250 million US devices. Infillion has been building its advertising platform through recent acquisitions, including MediaMath and Catalina.

Infillion has launched Infinite Video, a unified video advertising platform that combines its TrueX, CTV, interactive video, and online video (OLV) formats through a single data and measurement infrastructure. The platform addresses fragmentation in digital video, which now accounts for more than 60% of US TV and video ad spend in an $81.9 billion market. The solution integrates four formats on one platform, using Infillion's XGraph identity graph covering 300 million US individuals and Catalina purchase data spanning 170 million verified households. All formats share the same data layer, enabling continuous optimisation across screens. Measurement combines brand metrics like ad recall with performance indicators including ROAS and purchase attribution. The platform is available now at infillion.com.