DTN Acquires Farm Market iD

Purchase Adds Key Data to Drive Ag Decision Systems

DTN announced the purchase of ag data company Farm Market iD. (DTN graphic)

OMAHA (DTN) -- DTN announced Thursday the purchase of Farm Market iD, which will add important farm and agriculture information to the data company's existing agricultural business unit. Farm Market iD aggregates farm-level intelligence to help agribusinesses find and reach customers with their solutions.

"Farm Market iD brings unique and valuable insights to help agribusiness and others to personalize, contextualize and deliver hyper-local marketing campaigns," said Grey Montgomery, senior vice president of agriculture at DTN. "To agribusinesses, this is the best data available to target the right person for a given product or service at the right time."

"We've worked a good bit with DTN and Progressive Farmer over the years and had a real fondness for working together," said Steve Rao, president of Farm Market iD. "Culturally, it's just a really good fit." Recently, the two companies worked on surveys around farmers' concerns and responses to issues such as the COVID-19 pandemic. One such survey provided some of the earliest insights into how a global pandemic, which at the time was mostly noted in cities and other densely populated areas, was altering the daily production and business practices out on farms and for agribusinesses.

"Both companies have a similar philosophy in how we can impact this industry, and we both have capabilities that are very complementary," Rao said.

DTN's agriculture content delivery systems, which include satellite and web platforms as well as the pages of Progressive Farmer magazine, are focused on supplying critical information, insight and management tools to help farmers and agribusinesses make key business decisions. Farm Market iD technologies help businesses find the right customers and potential customers, which can be matched to DTN systems to reach those customers.

The combination also increases the ability of DTN and its Progressive Farmer magazine to serve farmers and agribusinesses by creating and delivering critical information to farmer and agribusiness customers who need it, Montgomery said. "Data from Farm Market iD will be critical to benchmarking and other metrics that will help us build and improve DTN products. Ultimately, that will result in better service to farmers."

Farm Market iD's 18 employees will join the approximately 1,200 DTN employees around the world. DTN will continue to sell and support the Farm Market iD products -- FarmFocus, FieldVision and AgriBI -- along with offering their digital targeting services in partnership with Precision Reach, a digital media agency.

"At DTN, we are intensely focused on adding unique solutions to our portfolio that drive value for our customers," said Marc Chesover, DTN president. "Farm Market iD is a global leader, offering best-in-class solutions for customers throughout the agriculture supply chain. We will leverage their wealth of data and insights to further drive value with our agribusiness customers. This acquisition is a natural fit and complements our existing portfolio of agriculture solutions," Chesover said.