Information technology giant IBM has announced plans to acquire marketing services provider Unica in a deal worth $480 million.
The acquisition is a part of IBM's efforts to enter the lucrative online marketing and advertising market.
Previously the company had acquired Coremetrics, which offers target based online advertising services.
The acquisition also adds to the massive software portfolio the company has acquired over the past few years. Unica offers software that helps advertisers determine customer preference and design their online advertising campaigns accordingly.
IBM, which offers IT services to small, medium and large businesses, as well as government organisations, has been planning to enter the lucrative online advertising market for a long time, with the emergence of new web services and social media fuelling its growth.
Speaking to The Register, IBM said in a statement: “This expanding portfolio, combined with IBM’s WebSphere Commerce software aims to help companies automate, manage, and accelerate core business processes across marketing, demand generation, sales, order processing and fulfilment.”