Snapdeal Acquires Silicon Valley Startup 'Reduce Data'

The Mountain View-based company has a programmatic display advertising platform that leverages artificial intelligence, real-time data, and other tools.

Founded in 2012 by Asif Ali, the company has customers across the US, India, and the UK.

"With this acquisition, the Reduce Data team will join Snapdeal and drive the roadmap to build a world class discovery platform and associated tools for brands as well as over 200,000 sellers on the marketplace," Snapdeal said in a statement.

Company's co-founder Rohit Bansal said Ali comes with 17 years of experience in building web scale technologies, product management and building highly specialised teams focused on a data platform and ad tech products.

"We are confident that Asif and his team will further strengthen our technological capabilities," he added.

Snapdeal has been on an acquisition spree, beefing up its presence as it takes on players like Flipkart and Amazon in the burgeoning Indian e-commerce industry.

This year alone, Snapdeal acquired payments and mobile recharge startup Freecharge in a cash-and-stock deal (estimated at $400-450 million), MartMobi and Letsgomo Labs as well as picked up stakes in digital financial services platform RupeePower and logistics venture GoJavas.

Founded in 2010, Snapdeal has over 40 million registered users and over 200,000 business sellers.

Snapdeal, which counts Japan's SoftBank, Foxconn, Alibaba and eBay among its investors, has been scouting for acquisitions in mobile technology and supply chain space.