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NEW YORK Acxiom Digital bolstered its marketing services with the purchase of Web site optimization company Kefta.
Kefta, a 20-person firm in San Francisco, makes software that customizes Web sites for visitors based on their prior behavior and audience profile. It works with clients like Overstock, Verizon and Palm to improve sales conversions by providing information and offers most likely to elicit a response from visitors.
The purchase price was not disclosed. Kefta will become part of Acxiom Digital.
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