Loyalty marketing solutions provider Alliance Data Systems Corp. today announced the finalisation of its Conversant Inc. takeover.

Under the terms of the deal, online advertising company Conversant will become part of Alliance Data’s online marketing unit Epsilon.

This move is expected to compliment the existing business lines of Alliance Data and will see an enhancement of Epsilon’s existing online and offline data set.

When the agreement was first announced, Alliance Data said it expected Epsilon to generate around $2 billion in annual revenue before tax, depreciation and other factors.

Enhanced services

Alliance Data announced plans for the $2.3 billion acquirement of Conversant earlier this year, seeing this as an effort to strengthen its digital marketing branch with the company’s ad measurement and distribution technology.

Nearly three months later, the deal has been completed and the terms of purchase revealed.

Alliance Data has paid approximately $991.5 million in cash and issued over 4,000,000 shares of Alliance Data common stock to the former stockholders of Conversant.

Conversant will operate under Epsilon but retain its company title.

The merger of Alliance Data Corp. and Conversant has been tipped to aid Epsilon’s progress in digital channels such as video, display, mobile, and social, adding vital capabilities to its digital loyalty platform, Agility Harmony.