- Alliance Data Systems has announced a deal to buy Conversant — formerly known as ValueClick —for $2.3 billion
- The deal will create one of the world's largest data-driven, online marketing companies. Alliance will gain technology to distribute ads across the web and tools to measure the effectiveness of online marketing campaigns.
- Conversant deals mostly in affiliate marketing and media, so Alliance felt it was more beneficial to acquire rather than build internally.
The technology seems to fit in well with Alliance's purpose and market. Shareholders should also be happy since it's predicted share value will rise more by the time the deal is finalized.