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For the past few years, IBM has been quietly ramping up its ad tech play, but a recent shopping spree really had digital marketers take notice. Big Blue last week picked up European interactive agencies Aperto and ecx.io—right on the heels of buying creative shop Resource/Ammirati and closing a deal for The Weather Company's data-rich digital properties. Those four acquisitions represent a panoply of online marketing capabilities—from customer experience to ad targeting.
"The one-plus-one will certainly equal more than two," said Matt Candy, vp of the European division of IBM Interactive Experience, noting the units will work cohesively for his company's clients, which include Jaguar, Citi and Staples.