(Alliance News) - Advertising company S4 Capital PLC on Monday said it has expanded its global footprint and strengthened analytics capabilities with the acquisition of two companies for an undisclosed sum.
The company's unit MightyHive has bought ConversionWorks, a London-based digital analytics, biddable media and data science company, and Datalicious Korea, a South Korea-based data and analytics consultancy.
S4 Capital, which is led by former WPP PLC boss Martin Sorrell, said ConversionWorks helps companies to gather first-party data, curate audiences, predict behaviours and target them with advertising to increase conversion.
Datalicious Korea is a Google Analytics premium reseller and Google Analytics Certified Partner in South Korea, S4 Capital added. Google Analytics is part of online search engine Google, a unit of Alphabet Inc.
"First-party data is part of the S4 Capital 'holy trinity' and these mergers support our strategic vision of creating the leading digital-only, new era marketing services firm," said Pete Kim, chief executive of MightyHive.
Under the terms of the agreement, ConversionWorks and Datalicious Korea will be integrated into and rebranded as MightyHive.
S4 Capital shares were up 1.2% at 167.50 pence each in London on Monday morning.
By Tapan Panchal; tapanpanchal@alliancenews.com
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