WPP buys US database firm

10th Nov 2010 07:18

Advertising agency WPP has bought I-Behavior, a US consumer and business transaction data firm.I-Behavior is a privately-held database marketing business which provides direct marketing services to multi-channel merchants, based on consumer purchase transaction data. which includes over 8 billion purchase transactions. The database covers purchases by 171m consumers from 110m households.The company's full year revenues are projected to be about $25m this year.This acquisition continues WPP's strategy of investing in digital knowledge-based marketing solutions companies in fast growing markets and sectors, the company said.Financial details of the transaction were not disclosed.