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Today, Interpublic Group confirmed rumors that it will pay more than $2 billion to acquire Acxiom, an Arkansas database marketing company that collects and distributes information drawn from an estimated 2.2 billion consumers around the world.
The holding company believes that this acquisition will help clients better target their ads while relying less exclusively on tools provided by tech giants such as Facebook and Google.
According to at least one prominent analyst, the news should put to rest all speculation about IPG going up for sale.
“The conclusion to draw is that IPG is willing to invest, period.
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