Acxiom sells Marketing Solutions division in order to Interpublic, readies LiveRamp

Data company Acxiom announced Monday it is offering off its Marketing Solutions (AMS) division to the Interpublic Group (IPG), a global marketing agency holding firm, for $2. 3 billion.

The move follows gossips that IPG was considering placing itself up for sale. It also follows an organized review  by Acxiom about the possibility  of selling AMS and its LiveRamp division, an identity resolution provider that specializes in matching offline and online information to create person-based profiles for concentrating on through its IdentityLink service.

In May, a report in AdExchanger indicated that Acxiom intended to market AMS before selling LiveRamp plus wasn’ t considering bids for the whole company, because of the opportunity for a larger overall price tag by splitting the company.

[Read the full article on MarTech Today.]


Regarding the Author

Barry Levine addresses marketing technology for Third Doorway Media. Previously, he covered this particular space as a Senior Writer pertaining to VentureBeat, and he has written about these types of and other tech subjects for this kind of publications as CMSWire and NewsFactor. He founded and led the internet site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful online game, PLAY IT BY HEARING: The First CD Game; founded plus led an independent film showcase, MIDDLE SCREEN, based at Harvard plus M. I. T.; and offered over five years as an advisor to the M. I. T. Press Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

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