Dentsu Aegis Is Diving Deeper Into Data, Acquiring a Majority Stake in Merkle

$1 billion deal reinforces value of performance marketing

Dentsu Aegis, the advertising world's fifth-largest holding company by global revenue, doubled down on data as its key differentiator today by acquiring a majority stake in the privately held, Maryland-based performance marketing agency, Merkle. Analysts estimate the deal, which will be completed by September with Merkle chairman and CEO David Williams, his management team and employees retaining "a significant minority interest," is worth approximately $1 billion.