Acxiom sells Marketing Solutions division to Interpublic, readies LiveRamp
As personal data for ad targeting becomes increasingly burdened with consent and other conditions, time will tell if Interpublic has made a good deal.
Data provider Acxiom announced Monday it is selling off its Marketing Solutions (AMS) division to the Interpublic Group (IPG), a global marketing agency holding company, for $2.3 billion.
The move follows rumors that IPG was considering putting itself up for sale. It also follows a strategic review by Acxiom about the possibility of selling AMS and its LiveRamp division, an identity resolution service that specializes in matching offline and online data to create person-based profiles for targeting through its IdentityLink service.
In May, a report in AdExchanger indicated that Acxiom intended to sell AMS before selling LiveRamp and wasn’t considering bids for the entire company, because of the opportunity for a larger total price tag by splitting the company.