These Statistics Justify Alliance's $2.3 Billion Bid on Conversant

Alliance Data Systems just made a $2.3 billion bet on the digital advertising industry. The Texas-based marketing company has agreed to purchase Conversant in a cash-and-stock deal. Alliance, which operates both in conventional and online marketing, made the move to acquire purely-digital Conversant as a way to bulk up its own digital advertising capabilities. Alliance agreed to purchase Westlake Village, Calif.-based Conversant for $35 per share, a 31% premium to what the stock was trading at prior to the announcement. The deal will consist of 48% cash and 52% ADS shares. Alliance expects the deal to close by year's end.