Summary:

This one is a slight variation on a current trend… Euro RSCG 4D Discovery, the analytics arm of Havas agency network of Euro RSCG Worldwid…

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This one is a slight variation on a current trend… Euro RSCG 4D Discovery, the analytics arm of Havas agency network of Euro RSCG Worldwide, has acquired full-service interactive ad firm Congruent Media. Terms of the deal weren’t disclosed. Most of the deals in the online ad world the last two years have tended to involve major agencies buying analytics providers, such as in the case of WPP Group’s purchase of TNS Media Intelligence (now Kantar Media).

The deal is the second one this month for the Euro RSCG analytics unit. Last week, it acquired India-based search marketer Acmic Digital, which will now be known as Euro RSCG 4D Matrix. Both this week’s and last week’s purchases are intended to broaden the Chicago-based Euro RSCG 4D Discovery’s geographical presence and its offerings, which also include behavioral targeting and customer relationship management.

Baltimore-based Congruent was founded about seven years ago and has 14 staffers. Founding Partners Dan Dawes and Jeffrey Rudolf will join Euro RSCG 4D Discovery as SVP of Digital and SVP of Digital Technology, respectively.

The deal reflects an area of advertising that is likely to see more activity in the latter half of this year. In an interview with paidContent last week, Peachtree Managing Director John Doyle II said that analytics will continue be a hot area. With the economy still uncertain, a lot of small companies like Congruent, which held out during the frenzy of interactive ad shop acquisitions in 2007 and 2008, will likely be looking for bigger partners, such as ones like Euro RSCG that operate within a larger holding company. Release

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