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Alliance Data Acquires Conversant for $2.3 Billion
Image Credit Richard Barrett-Small Creative Commons license

Alliance Data Acquires Conversant for $2.3 Billion


Loyalty marketing solutions provider Alliance Data Systems Corp. has agreed to buy Conversant Inc for $2.3 billion, strengthening its digital marketing arm with ad distribution and measurement technology.

Each $35 share will comprise of $16.80 in cash and in stock based on a fixed exchange ratio, according to Alliance Data. This represents a 31% premium to Conversant’s stock on the Nasdaq before its trading was halted yesterday. 

Conversant, which focuses on personalisation and affiliate marketing, and owns performance marketing company CJ Affiliate, will become part of Epsilon, Alliance Data's online marketing unit that has partnered with Twitter and Facebook to help advertisers better target customers through loyalty programs.

Alliance Data has said it expects Epsilon to generate around $2 billion in revenue following the acquisition. The deal is currently subject to regulatory approval but expected to close by the year's end. 

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Mark  Jones

Mark Jones

Mark manages all aspects of editorial on PerformanceIN as the company's Head of Content, including reporting on the fast-paced world of digital marketing and curating the site’s network of expert industry contributions.

Going by the ethos that there is no 'jack-of-all-trades' in performance marketing, only experts within their field, Mark’s day-to-day aim is to provide an engaging platform for members to learn and question one another, helping to push the industry forward as a result.

Originally from Plymouth, Mark studied in Reading and London, eventually earning his Master's in Digital Journalism- before making his return to the West Country to join the PI team in Bristol.

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