Dive Brief:
- Dentsu Aegis, a Japan-based advertising agency network, acquired a majority stake in U.S.-based agency Merkle in a deal worth a reported $1.5 billion, making Merkle the tenth member of Dentsu’s network of agencies.
- Dentsu has made over 80 acquisitions during the last three years.
- According to Merkle CEO David Williams, the agency will remain independent within the Dentsu Aegis Network.
Dive Insight:
The growing importance of data in the advertising world underlines Dentsu's acquisition spree.
“Merkle brings a powerful range of data led, fully addressable and real time capabilities," Dentsu Aegis CEO Jerry Buhlmann said about the deal. "The combination of our two businesses will create a compelling offer in that context for existing and potential clients.”
Earlier this year, Dentsu acquired data consulting firm Cardinal Path. The Cardinal Path deal was posed as an effort to help offer Dentsu clients in its network comprehensive, credible data solutions to help them succeed in the digital economy.
