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.
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