Filed under: #mktgcloud, Marketing Automation, Marketing Cloud | Tags: IBM, Marketing Automation, Unica
IBM Corp. said Friday that it has agreed to buy the marketing services company Unica Corp. in a $480 million deal that would give IBM more tools to meet its customers’ growing demand for targeted advertising.
The all-cash acquisition brings IBM deeper into the advertising business, a relatively new area for the company. In June, the Armonk, N.Y., company agreed to buy Coremetrics Inc., a company that helps target online marketing.
It also expands IBM’s software business, its most profitable division and the main focus of a $20 billion acquisition spree for IBM over the past few years.
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