William Urschel
William Urschel

A6 Corp., a Seattle online advertising startup led by veteran entrepreneur William Urschel, has acquired New York-based ReachLogic Media in a deal of undisclosed size.

“We needed a way to service advertisers directly, and we needed to be in New York,” said Urschel in a release. “ReachLogic has a great team of (real-time bidding) experts who came out of AppNexus, and they were one of our earliest adopters.”

With the acquisition, A6 will gain the ability to run campaigns for advertisers directly. It previously had sold its data and tools to trading desks, demand-side platforms and ad networks. Founded in 2011, A6 has kept a relatively low profile as it builds what it dubs a “living map” of every meaningful page on the Internet.

The company’s real time graph tracks over 13 billion Web pages, ranking those pages for influence and quality.

“The magic isn’t so much in knowing the content of the page,” Gareth Glaser, co-founder of ReachLogic, said in the release “It’s in tracking and weighing both the web graph and the social graph for each page, which lets us rank pages by relative importance within a subject realm. Higher ranked pages have higher response rates and better brand protection. Fraud and junk sites fall to the bottom ranks, making it easy to avoid them.”

Urschel has built and led a number of businesses, including online advertising exchange AdECN, which sold to Microsoft in 2007.

A6 now employs 12 people, including the four people who joined from ReachLogic.

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