Canadian ad tech company Native Touch has acquired M32 Connect, a tech firm firm specializing in helping digital publishers and retailers understand, control and monetize their data. Native Touch says the buy highlights its belief in the power of local media and its focus on empowering local publishers with technology and creative solutions, particularly in the wake of Canada’s Bill C-18, the Online News Act.

This partnership will result in combined advantages and efficiencies for the two companies, including the development of innovative local media offerings and the seamless integration of local media into all future ad buys. Ultimately, advertisers will be able to engage with local and national audiences more effectively and amplify the impact of their campaigns. Native Touch and M32 Connect will continue to operate as separate entities while collaborating on local media products.

Saad Uddin, co-founder and CEO of Native Touch, says, “This acquisition marks an exciting milestone for Native Touch, reinforcing our dedication to bolstering Canada’s local media landscape. Through our investment in M32’s technology, we reaffirm our strong belief in the efficacy of local media and our unwavering commitment to empowering local publishers.”

Native Touch’s advanced audience segmentation platform and audience targeting solutions enable omnichannel campaigns at scale to ensure optimal performance and ROI for clients in Canada. M32 Connect provides a digital monetization platform designed for publishers and retailers to realize their maximum potential by optimizing their revenue streams. It offers an advanced suite of SaaS products with analytics tools and services, including self-serve options, data segmentation and programmatic offerings.