1. Ad Agency IPG Plans to Buy Acxiom's Data-Marketing Division for $2.3 Billion

    Ad Agency IPG Plans to Buy Acxiom's Data-Marketing Division for $2.3 Billion
    • IPG plans to buy Acxiom's Marketing Solutions division for $2.3 billion.
    • The deal should help it create custom audiences for clients and target ads.
    • But the deal represents a risk for IPG, in part because its competitors may no longer want to work with Marketing Solutions after it becomes part of IPG.
    • What's left of Acxiom will rename itself after its LiveRamp division and move its headquarters...
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    1. After careful consideration of a variety of options and potential partners, it became clear that a sale of [Marketing Solutions] to IPG, with its vast scale and breadth of complementary services, represented the best possible path forward for our clients and associates.
    2. There is risk that holding companies who don't end up with Acxiom's Marketing Solutions will not want to use [its] products going forward because doing so benefits a competitor.
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