Digital Marketer Sapient To Buy Nitro Group

Acquisitions of ad networks have ground to a halt in the past year. But Sapient still wants to do some shopping. The digital-marketing firm said it intends to buy Nitro Group. Terms of the acquisition weren’t disclosed, but the WSJ cites a source close to the companies as valuing the deal at $50 million.

The combo will extend Sapient’s presence across four continents, by connecting with the offices belonging to New York-based Nitro, which was founded in Shanghai. Although it runs an ad net, Nitro is considered a full-service agency. The deal is a twist on the usual arrangement, where a traditional ad firm buys a digital one. The recession will likely force a combination of all kinds of ad agencies, as the business continues to struggle amid a severe pullback in client spending across the board. Release

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