WPP plc acquires behavioral targeting firm I-Behavior

Acquirer:

WPP plc, together with its subsidiaries, offers various communications services worldwide. It provides global, national, and specialist advertising services; above- and below-the-line media planning, buying, and specialist sponsorship and branded entertainment services; and specializes in brand, consumer, media, and marketplace insight, as well as works with clients to generate and apply insights. The company also offers corporate, consumer, financial, and brand-building services; consumer, corporate, and employee branding and design services, covering identity, packaging, literature, events, training, and architecture; a range of general and specialist customer, channel, direct, field, retail, promotional, and point-of-sale services; and integrated healthcare marketing solutions, including advertising, medical education, and online marketing. In addition, WPP provides a range of specialist services comprising custom media and multicultural marketing, event, sports, youth, and entertainment marketing; corporate and business-to-business; and media, technology, and production services. Further, the company offers a CPM-based media network representing inventory from over 950 publishers; a publisher-side advertising management platform; online marketing and measurement, search solutions, and email marketing; digital production; an interactive agency; addressable advertising system for cable and satellite operators; social media; Web analytics tools for publishers; an Internet-based advertising agency; an online video game network; and an integrated Web marketing suite. Additionally, it develops technology products that enhance the process of acquiring, optimizing, and measuring digital media; and creates turnkey mobile solutions for handset manufacturers and wireless operators, as well as mobile branding, promotion, and marketing solutions. WPP was founded in 1971 and is based in Dublin, Ireland.

Target:

I-Behavior, Inc., a behavioral targeting company, provides database marketing solutions for multi-channel marketers and advertisers. The company delivers the modeling performance, price, and bottom-line results. It offers products and services for acquisition, retention, and optimization. I-Behavior focuses on direct targeting, online targeting, and retail based on buying behavior across industry verticals, including catalog, retail, continuity, and solo offers. The company is based in Louisville, Colorado.

Terms of the deal were not disclosed.