Terms of the deal call for the data giant to pay up to $380 million.
Data giant Experian demonstrated its commitment to online marketing in a dramatic way Wednesday. It bundled its online businesses into an interactive division while simultaneously announcing the $380 million purchase of lead generation player and major online advertiser LowerMyBills.com.
The company is paying $330 million initially for the buy, and may pay up to $50 million more in a performance-related earn-out over the next two years. Experian didn't divulge any more details of the deal's terms, and representatives could not be reached by press time.
"Through our portfolio of Web sites, we will be able to connect consumers with businesses whose products and services offer the best solutions for these important [financial] decisions," said Ed Ojdana, group president for the newly formed Experian Interactive, in a statement.
LowerMyBills.com refers consumers to more than 400 businesses in 17 service categories, including home loans, credit cards, long-distance and wireless services, and auto and health insurance.
All of Santa Monica, Calif.-based LowerMyBills' employees and management will be folded into Experian Interactive. Other companies in the division include Experian Consumer Direct, MetaReward and Affiliate Fuel. The first of those provides credit reports directly to consumers, while the second two are pay-for-performance online marketing players.
What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!
Pamela Parker is a former managing editor of ClickZ News, Features, and Experts. She's been covering interactive advertising and marketing since the boom days of 1999, chronicling the dot-com crash and the subsequent rise of the medium. Before working at ClickZ, Parker was associate editor at @NY, a pioneering Web site and e-mail newsletter covering New York new media start-ups. Parker received a master's degree in journalism, with a concentration in new media, from Columbia University's Graduate School of Journalism.
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.