ValueClick Inc.

Alliance Data to acquire Conversant for $2.3 billion

Conversant Inc., a major digital marketer based in Westlake Village, agreed to be acquired by a Texas firm for $2.3 billion in cash and stock, creating one of the world's biggest online marketing and data-driven companies.

Conversant, which changed its name early this year from ValueClick, will join forces with Alliance Data Systems Corp. in Dallas to help business customers distribute advertising online and measure how effective the ads are.

The companies said Thursday that Alliance will pay Conversant stockholders $35 a share — 48% in cash and the rest in stock. The deal, announced after the markets closed for trading, sent shares of both firms up sharply in after-hours...

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