Brief: Data analytics company DTN acquires on-farm data startup Farm Market iD

February 25, 2021

  • Data analytics company DTN has acquired Farm Market iD, which provides a number of sales and marketing-focused services to the agribusiness industry centered around on-farm data.
  • Farm Market iD aggregates data from multiple sources including government information to cover over 310 million acres of crops.
  • With this information, Farm Market iD helps agribusinesses find farms and farmers in the area and provides sales teams with targeted information to create hyperlocal campaigns.

Why it matters:

Minnesota-based DTN has primarily served the energy, weather, financial analytics, and transportation markets, but now it’s beefing up its agriculture-focused support. Through the acquisition, it gains access to Farm Market iD’s data intelligence offerings covering 2.4 million active operations that spent roughly $311 billion on seed, crop protection, and other inputs, according to Farm Market iD, which describes itself as “the most accurate and current agriculture intelligence” company in the industry.

Through its FieldVision platform, agribusinesses can find out who operates a piece of land, while its FarmFocus platform allows users to craft a pre-selected market segment of farmers and build targeted, personalized communications around it.

In May 2020, DTN acquired the ag and weather analytics business of Iteris, called ClearAg. DTN scooped it up with the hope of offering its existing clients real-time, hyperlocal weather information as well as land surface modeling to support predictive agronomic capacities. In December 2019, it acquired MeteoGroup, a European weather company based in the Netherlands. It also acquired Australia’s leading weather company, Weatherzone, earlier that year.

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