SHIFT, Gradient X Link Advertising Tools

Two of LA's growing online and mobile advertising advertising firms, SHIFT, and Gradient X, have tied together in a partnership, the companies said Wednesday. SHIFT, which operates a real-time advertising platform aimed at agencies and brands, and Gradient X, which offers up programmatic advertising tools for mobile, said they have integrated Gradient X's product within SHIFT's Open Marketing Cloud. The two said the deal will offer a "one-stop-shop" to execute Facebook, Twitter, and mobile display advertising campaigns. SHIFT--which recently changed its name from GraphEffect--had only offered up Facebook and Twitter marketing tools before the link. The two companies did not announce any details of the relationship.