Ad agency IPG plans to buy Acxiom's data-marketing division for $2.3 billion (IPG, ACXM)

John Lamparski/Getty Images for Advertising Week New York

• 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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Ad agency holding group Interpublic Group announced Monday a deal to acquire Acxiom's Marketing Solutions business for $2.3 billion in cash in the latest major mashup in the advertising industry.

Under the agreement, the Marketing Solutions group — which accounts for three-fourths of Acxiom’s revenue and develops software that helps companies and their brands manage large volumes of data — will be folded into IPG's properties. What's left of Acxiom will remain independent but will change its name, headquarters and focus.

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