Data loses no luster with age

Database firms Alliance Data Systems and Acxiom have just been purchased by a pair of forward-looking private equity firms, reports DMNews.

Alliance Data Systems, which manages programs like e-mail lists and frequent flyer offerings, was purchased by Blackstone Capital Partners for $8.7 billion. Acxiom was bought for far less, just $3 billion, by investment firms Silver Lake and ValueAct Capital. Acxiom, though, has the right to court rival offers for the next two months.

The deals come amid a succession of ad network mergers and acquisitions.