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Alliance Data acquires Conversant

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Alliance Data acquires Conversant

Alliance Data Systems, a leading provider of data-driven marketing services has announced the acquisition of Conversant, Inc. A public company traded on the NASDAQ, Conversant, formerly known as ValueClick, specializes in the affiliate marketing business and enjoys growth tied directly to the expanding e-commerce industry. Conversant also boasts powerful capabilities in the high growth video and mobile channels.

Alliance Data is reported to have paid $35 per share for Conversant, projected to realize revenues of $670 million in 2015.

Alliance Data and Conversant participate for their share of the $400 billion annual marketing spend in North America. The Alliance Data press release categorized the market in three broad categories of spend: $150 billion in traditional or general advertising; $150 billion in traditional direct marketing (direct mail, catalog, inserts, etc.); and $100 billion in digital marketing (search, display, email, social, mobile and video).

The acquisition of Conversant is reported to enhance ADS ability to market using cross-device (desktop, tablet, mobile) and cross-channel technology through Conversant’s Common ID initiative, adding value to Epsilon’s digital messaging platform, Agility Harmony™. Conversant is in the process of shifting its service offering to a fully data-driven, person-based approach which, when completed, should provide it with a “sustainable and unique product set for the digital advertising marketplace”.

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