Ad services giant Interpublic Group announced a deal to buy Acxiom’s data and marketing services business for $2.3 billion. Acxiom said it was considering such an option in March. Acxiom will retain its LiveRamp business and operate under the LiveRamp name. The deal gives Interpublic assets to help manage its clients’ customer data – a relatively new task for ad agencies.
Also reflecting changing times: shipping technology vendor Pitney Bowes has completed sale of its document messaging business to private investor Platinum Equity. The $361 million deal was announced in April. The group sells high-speed personalized printing systems. Sale of martech companies to investors like Platinum Equity has become more common than purchase by strategic buyers like Interpublic Group.
More cheerful news: the CDP industry continued its sharp growth in the past six months, with employment increasing by 31% over the period and 76% over twelve months. Data is from the CDP Institute’s just-released industry update. Increases reflect entry of new vendors as well as organic growth by existing vendors.
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