CM – Ascential to acquire Perpetua Labs for up to $ 162 million

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(Alliance News) – Ascential PLC has acquired e-commerce advertising software company Perpetua Labs Inc for a total of up to $ 162 million, it said on Thursday.

Analytics and e-commerce optimization company Ascential was there known to have acquired Perpetua, based in San Francisco, for an initial USD 52 million in cash. Under the terms of the agreement, deferred consideration will be due over a period of four years for a total price of between $ 103 million and $ 162 million, Ascential said.

The total amount of consideration to be paid for Perpetua in the event that « very far-reaching goals » are achieved is limited to USD 250 million, according to FTSE 250.

Perpetua will be the digital commerce segment from Ascential and the acquisition will move this segment into a new business area. So far, Ascential has only served first-party suppliers, while Perpetua targets third-party suppliers.

Perpetua achieved sales of USD 3.8 million in 2020, tripling year-over-year. However, a loss before interest, taxes, depreciation and amortization of $ 200,000 was recorded. As of December 2020, Perpetua had gross assets of $ 10.9 million.

Duncan Painter, Chief Executive of Ascential, commented, « Perpetua’s third-party expertise through data-driven solutions opens the door for Ascential to this large and rapidly growing business Market segment.

« In combination with the global reach of our existing digital commerce companies that offer larger first-party brands a full-service offering, Perpetua gives us the exciting opportunity to expand our offering to other platforms and regions. « 

Ascential shares rose 1.6% to 360.80 pence each Thursday morning in London.

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Ascential to acquire Perpetua Labs for up to USD 162 million

Ref: https://www.morningstar.co.uk

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