Ybrant Digital, a Hyderabad-based digital marketing solution provider will be acquiring the three internet brands of UK- based Experian Interactive Media (EIM) which is currently one of the top five internet advertisers in the US, for a consideration of $175 million (approximately Rs 930 crore).
It will buy PriceGrabber, LowerMyBills and ClassesUSA.com, which acquires to a total business of $283 million (around Rs 1,500 crore). PriceGrabber.com is a comparison shopping engine that powers Yahoo! and MSN Shopping, LowerMyBills.com is a free online service that allows consumers to compare rates on various ‘fixed cost’ items such as mortgage, auto insurance and health insurance, and ClassUSA.com is an online higher education portal.
As a result of the acquisition, Ybrant will also add 300 employees and the entire management team to its entourage.
Suresh Reddy, Chairman and CEO of Ybrant Digital, said, “By adding these established brands to Ybrant, we will offer interesting new products and a world class lead generation platform.”
“Of the total purchase price, $100 million will be in cash, which ICICI and Credit Suisse have already agreed to sanction as loan. The remaining $75 million will be through a seller note as a short-term arrangement of two to three years”, he added.
Announcing the deal with the Los Angeles-based businesses of Experian, he said the buy would help the firm in becoming a major player in digital marketing. “Experian is one of the top five Internet advertisers in the US, while Ybrant is a leading digital advertiser in the rest of the world,” Reddy added.
Established in 1999, Ybrant provides support services and software tools for online marketing. It offers end-to-end digital marketing solutions to businesses, agencies and online publishers worldwide, using various digital communication tools such as display, e-mail, search, affiliation, co-registration and media marketing. The firm also provides custom software services and solutions ranging from developing & maintaining new applications to implementing third party software. The company has also launched its local search platform Ybrant Reach (YReach) in India.
The deal is expected to propel Ybrant Digital into top 1-2 slots in the league of digital marketing firms from its 25-30 standing. At present, ValueClick with about $600 million of revenues takes the top slot.
This is Ybrant Digital’s ninth acquisition and its second successful foray into acquiring premium destination sites. It acquired seven firms, working in various digital marketing areas, while merging with LGS a software solutions and services firm.
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