The acquisition will expand Ascential’s e-commerce analytics capabilities, with Brand View to become part of the company’s sales segment, integrating with its existing retail analytics offer through One Click Retail, Clavis Insight and PlanetRetail RNG.

Founded in 2008, Brand View provides retailers and manufacturers with data and analysis on pricing and promotion activity. The company is headquartered in Stamford, Connecticut, with offices in Reading and Paris. Its unaudited revenue was £13m in the year leading to June 2018, according to Ascential.

Ascential will pay an initial cash consideration of £29.8m, with a deferred sum of up to £8.2m to be paid subject to Brand View achieving subscription targets in the coming months.

Duncan Painter, chief executive of Ascential, said: "The acquisition of Brand View, using capital released from the sale of the exhibitions business, broadens our capabilities in e-commerce analytics. Brand View’s price and promotion expertise, and coverage of store-based activity, provides a comprehensive offering for both retailers and manufacturers."