Valassis to Acquire MaxPoint

Media delivery company Valassis this week revealed a deal to acquire digital marketing technology company MaxPoint Interactive through the former's parent company, Harland Clarke Holdings.Valassis drives measurable media solutions, and its Valassis Digital subsidiary offers digital solutions including mobile and desktop display, video, social, digital coupons, retailer offers, search, and email marketing to drive online engagement. The acquisition of MaxPoint and its data management platform that fuels display advertising and in-store campaign solutions will enhance Valassis’ portfolio of multi-channel delivery solutions. Additionally, MaxPoint’s innovative location-powered technology will assist in delivering both print and digital advertising campaigns across multiple devices with precise relevance to the same customers, Valassis said in a media release.“The acquisition of MaxPoint, following on the recent acquisition of RetailMeNot, is another key transaction that will significantly increase our digital presence. It will create greater strength in managing integrated media delivery campaigns for the world’s largest consumer products companies, retailers and agencies,” said Victor Nichols, chief executive officer of Harland Clarke Holdings, in the release. “This will result in operating efficiencies and deeper digital expertise that will provide more effective solutions for our global clients as well as the tens of thousands of small and medium-sized businesses we serve.”“MaxPoint’s exceptional entrepreneurial team and digital advertising solutions will be a strong complement to our team and industry leading solutions. Combining MaxPoint’s rich consumer intelligence with Valassis’ robust data and analytics capabilities will help deliver more personalization, targeting and measurement at unmatched scale,” said Cali Tran, president of Valassis Digital, in the release. “Together, we will have a world class research and development team to create leading technology solutions that will help advertisers drive higher performance with their media strategies.”Under the agreement, Harland Clarke Holdings, a wholly owned subsidiary of MacAndrews & Forbes and owner of Valassis, will acquire all of the outstanding shares of MaxPoint for approximately $95 million. The transaction is expected to close in the fourth quarter of 2017, when MaxPoint will become a privately held company.

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