Marketing tech solutions specialist Impact Radius has acquired eBay Enterprise’s attribution business, ClearSaleing, as the online auction site’s marketing division continues to shed weight.

The terms of the deal have not been disclosed.

The Santa Barbara-based outfit plans to leverage ClearSaleing’s experience in scientific media attribution and algorithmic technology, which includes data visualisation and artificial intelligence capabilities.

Real-time tracking

The acquisition will allow Impact Radius’s brands and agencies to better track, analyse and optimise their ad campaigns for increased ROI in real time.

Quick to comment on the deal was Per Pettersen, CEO of Impact Radius – the company which offers an attribution system of its own in addition to affiliate marketing and tag management solutions.

Speaking of the benefits for clients, Pettersen states: “They need sophisticated cross-channel and cross-device tracking as well as statistical modeling and analytics.

“This acquisition means our customers will have access to these solutions as well as an exceptionally experienced team.”

Enterprise sold off

ClearSaleing joined eBay in 2011 within a $2.4 billion package deal for parent company GSI Commerce Inc, which rebranded to eBay Enterprise months after the deal.

While considered a big purchase within the ad tech industry, it has followed a similar trend at the online auction site’s marketing division.

The announcement today (December 2) follows a $925 million sale for eBay’s Enterprise business to private equity firms last month, led by Sterling Capital and Permira, which saw it disbanded into four distinct businesses.

Its CRM division, which accounted for the bulk of its attribution businesses, was sold to Zeta Interactive for between $80-90 million in cash and stock.