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.
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.
2015 Holiday Email Guide
The holidays are just around the corner. Download this whitepaper to find out how to create successful holiday email campaigns that drive engagement and revenue.
Three Ways to Make Your Big Data More Valuable
Big data holds a lot of promise for marketers, but are marketers ready to make the most of it to drive better business decisions and improve ROI? This study looks at the hidden challenges modern marketers face when trying to put big data to use.
December 2, 2015
1pm ET/ 10am PT
Wednesday, December 9, 2015
5pm HKT / 5am ET