July 3, 2013, 2:52 PM

Marketing technology firm IgnitionOne spins off from its owner

IgnitionOne funded its own buyout from parent company Dentsu.

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Marketing technology firm IgnitionOne announced this week that it has completed a management-led buyout from Dentsu Inc., the Japanese ad company that bought the firm in 2010. The companies did not disclose the financial terms of the buyout. IgnitionOne says funding came from its management team, employees and two venture capital firms, ABS Capital Partners and Persimmon Capital Partners.

IgnitionOne sells digital marketing technology and services to marketers. It has 325 employees in 13 offices in North and South America, Europe and Asia. E-retail clients listed in the Internet Retailer Top 500 Guide include Chicos FAS Inc. (No. 79), CPO Commerce Inc. (No. 248) and Lafayette 148 New York (No. 331).

Audience targeting platform Netmining is also part of the transaction. Dentsu acquired Netmining in the same transaction in which it acquired IgnitionOne. Netmining will now be part of the newly formed IgnitionOne Group.

“Having the opportunity to be independently owned and operated will unleash enormous potential for our company,” says IgnitionOne CEO Will Margiloff. “This autonomy will allow us to continue to innovate and further expand our media optimization and marketing automation platform.”

Tim Andree, executive vice president of Dentsu, agrees. “Their independence will put them in a better position to work with more clients and help accelerate the development of their digital marketing solutions,” he said. He added that Dentsu will continue to work with IgnitionOne, but now as a client.

In March, Dentsu completed its acquisition of ad group Aegis Group plc in a deal worth nearly $5 billion, creating one the largest ad companies in the world.

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