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Posted by Susan Bidel on May 20, 2014
On May 14, Acxiom announced its intention to acquire LiveRamp, a "data onboarding service," to the tune of $310 million in cash. Several Forrester analysts (Fatemeh Khatibloo, Tina Moffett, Sri Sridharan, and I) cover these two firms, and what follows is our collective thinking on the impending acquisition after having been briefed by Acxiom's leadership on the matter.
So, all this said . . . what's our take? Well, we recognize the potential impact of LiveRamp on the AOS ecosystem, and we see the value of the integration capabilities for marketers. We know that it puts Acxiom a step further down the path of becoming the technology that connects all of a marketer's channels, without being in the messy and expensive services business. But is that worth $300 million? Our collective answer is "no." It's simply too high of a price and too high of a revenue multiplier for a technology that Acxiom may have a hard time selling.