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Centerbridge Partners to acquire IBM’s marketing platform and commerce software

Centerbridge Partners and IBM have formed a definitive agreement under which funds advised by affiliates of Centerbridge will acquire IBM’s marketing platform and commerce software offerings.

The transaction is expected to close in mid-2019, subject to completion of regulatory reviews and customary closing conditions. 

After closing, Centerbridge intends to form a standalone company that will deliver a modern, comprehensive portfolio of solutions to meet the CMO’s biggest challenges across marketing and advertising. The company will also announce a new name and brand identity, which will be launched after close.

IBM’s marketing and commerce software offerings include:

  • Campaign Automation
  • Marketing Assistant
  • Media Optimizer
  • Customer Experience Analytics
  • Content Hub
  • Real-Time Personalization
  • Personalized Search
  • Universal Behavior Exchange
  • Intelligent Bidder
  • Price & Promotion Optimization
  • Payments Gateway

The new company will be led by Mark Simpson as CEO, after the closing, along with other key IBM executives, and will move its headquarters to New York City. Simpson is currently VP, Offering Management and Strategy, for the IBM marketing platform and commerce offerings.  Centerbridge also plans to establish a board of directors for the new company.

Financial terms and conditions of the transaction were not disclosed. 

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