The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
The daily deal site may use the large capital infusion to acquire international rivals.
Groupon Inc. is seeking to raise approximately $950 million in new funds, according to a filing this month with the state of Delaware, where the company is incorporated. The investment round would be the company’s seventh.
The company says in the filing that it intends to sell more than 30 million shares at $31.59 each. Depending on the number of shares issued, that price would value Groupon at $6.4 billion, according to VC Experts, a research firm that analyzes the value of private companies.
Groupon says in the filing that the shares would automatically convert into common stock if the company goes public. Groupon declines to comment.
The filing suggests that Groupon wants to buy similar companies outside the United States, says Lou Kerner, vice president equity research at Wedbush Securities.
“In markets that already have substantial players in place it certainly could be an attractive option for Groupon to acquire some of those companies that already have gained some traction,” he says.
That would follow the approach Groupon has already taken. Earlier this month the daily deal site launched Groupon Hong Kong, Groupon Singapore, Groupon Philippines and Groupon Taiwan after acquiring daily deal sites uBuyiBuy, Beeconomic, and Atlaspost, respectively.
In acquiring its rivals, Groupon seeks to hold its place as a market leader, says Kerner.
“This is rapidly growing but highly competitive space that is still evolving,” he says. “We’ve yet to see how it will shake out but we do know that a slew of well-funded technology-driven players are competing around the world and Groupon will have to move very fast to continue to be the market leader.”
That’s because Groupon’s strength is not technology—its business model focus on making money from its e-mail list—but its strong sales force, he says. One sign of Groupon’s technology limitations showed up in a recent report that showed Groupon had the least reliable web site performance among 11 social shopping sites tracked by WatchMouse from Nov. 22 to Dec. 22, the web monitoring firm says.
The filing comes less than a month after Groupon reportedly rejected an offer from Google Inc. to buy Groupon at a price that some say may have been as high as $6 billion.
Founded in Chicago in November 2008, Groupon says it has been profitable since June 2009. Those profits are due in large part to its dramatic growth. Groupon attracted 10 million unique visitors to its web site in November, up 54% from October, according to web measurement firm comScore Inc.