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September 7, 2017

New Deals Reshape Marketing Industry

Pitney Bowes Bulks Up Parcel Shipping Assets with Newgistics Acquisition

Pitney Bowes

Pieces on a chess board or deck chairs on the Titanic? Either way, marketing assets are being rearranged. We’ll start with Pitney Bowes’ purchase of Newgistics, which specializes in parcel shipping for online and offline retailers. It’s a natural extension of Pitney Bowes’ postal and customer data technology businesses, and a reminder that grand changes in the retail economy create opportunities for supporting services.

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Performance Marketing Firm Fluent Valued at $415 Million in Merger with BlueFocus Agencies


Here’s a more complicated deal: Chinese company BlueFocus Communications Group is contributing agencies owned by its subsidiary BlueFocus International to a new marketing services company that will also incorporate Fluent, a data-driven marketing company owned by Cogint. Separately, Cogint will spin off its other data and analytics operations into a new company expected to be called Red Violet. What’s interesting is the deal values Fluent at $415 million, illustrating the value of data-driven marketing businesses.

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RhythmOne Buys YuMe to Add Richer Audience Data for Ad Targeting


Back to simple acquisitions. Digital video programmatic advertising marketplace RhythmOne is buying YuMe, which collects audience data to improve targeting of programmatic ads. Price is $185 million. The lesson here is the importance of giving media buyers more extensive audience data, the better to compete with Facebook, Google, and others who already have detailed profiles.

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