WPP to acquire US purchase data firm I-Behavior

I-Behavior’s database includes information on purchases made by 171 million consumers from 110 million households, which merchant clients use to improve their marketing efforts.

Other information in the database includes information generated by 103 million online buyers and 35 million business-to-business purchasers. Overall, WPP said that the I-Behavior database represents more than $320bn in online and offline purchases.

The Colorado-based firm employs 83 people and is expected to post full-year revenues of around $25m for 2010.

WPP said that deal continues its strategy of “investing in digital knowledge-based marketing solutions companies in fast growing markets and sectors’.

The acquisition is subject to regulatory approval and the approval of I-Behavior’s shareholders.