Acxiom, a data provider, announced Monday that it is selling off its Marketing Solutions (AMS) division to the global marketing agency holding company, Interpublic Group (IPG) for $2.3 billion.
This follows the reports that IPG was considering putting itself up for sale. It also follows a strategic review by Acxiom about the chance of selling AMS and its LiveRamp devision, which is an identity resolution service specializing in matching offline and online data which creates person-based profiles for targeting through its IdentityLink service.
A report in AdExchanger that was posted back in May indicated that Acxiom intended to sell AMS before selling LiveRamp and wasn’t considering bids for the entire company, because of the opportunity for a larger total price tag by splitting the company.