The data management company's offer follows an unsuccessful takeover bid mounted by InfoUSA in February.
Digital Impact has agreed to be acquired by data management and marketing giant Acxiom in a deal valued at approximately $140 million -- significantly more than InfoUSA had offered in its hostile takeover attempt.
Digital Impact rebuffed InfoUSA's attempted acquisition of the online marketing company. While InfoUSA offered approximately $2 per share, Acxiom will pay $3.50.
For Acxiom, the deal will bring a much larger presence in online marketing. Its clients will use Digital Impact's platform to deploy campaigns in numerous channels, including email, Web sites, display ads and search. It's the company's boldest foray yet into digital marketing. In January, Acxiom acquired SmartDM, an integrated direct marketing firm.
"While we have provided a certain level of e-marketing capability, we have not been positioned to meet all the demands of the marketplace," said Charles Morgan, Acxiom's chairman, during a call announcing the acquisition. "With Digital Impact, we will now be able to meet those needs."
Acxiom will form a new enterprise through the merger of Digital Impact and several of its complementary holdings. Digital Impact CEO William Park will lead that unit.
Additionally, Park said Digital Impact clients will benefit from access to Acxiom's data and expertise. Digital Impact recently added Sun Microsystems and Audible to its client roster.
Both companies' boards have approved the deal, which is expected to close within 30 days, pending regulatory approval. The sale represents considerably more money for Digital Impact's shareholders than the unsolicited bid put forth by InfoUSA last month. Digital Impact anticipates 2005 revenues of $42 million.
Digital Impact's 280 employees are distributed among offices in San Mateo, New York, London, Singapore and Bend, Oregon. Acxiom is based in Little Rock, Arkansas.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Early Bird Rates expire May 29. Register today and save!
Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT