The goal of the deal appears to be a single entity that can provide first-party data at scale.
The proposed combination of London-based media and data company Informa PLC’s Informa Tech and Massachusetts-based TechTarget would create a B2B data giant.
The deal, announced Wednesday, is subject to approval by TechTarget shareholders. If approved, the combined company, which will be called TechTarget, will offer B2B marketers in the technology sector a broad range of products and capabilities.
Perhaps most importantly, the new TechTarget will be awash in first-party data from people researching business technology purchases across a sizable portfolio of web properties, analyst firms and digital platforms.
How did we get here?
Many of the B2B tech media brands in the proposed deal are well-known to B2B marketers. Many of the brands go back decades and are no strangers to mergers and acquisitions.
Both Informa Tech and TechTarget used strategic acquisitions to build their portfolios of properties over the years.
The Informa Tech portfolio includes media brands like Industry Dive, Information Week, Light Reading and AI Business; research firms Omdia and Canalys; and lead generation platform NetLine.
TechTarget’s portfolio includes more than 150 websites under the TechTarget umbrella; research firm Enterprise Strategy Group (ESG); and virtual events and video platform BrightTALK.
As the value of audience data increased and B2B marketers in the tech sector, in particular, emphasized buyer intent data, both TechTarget and Informa Tech responded accordingly.
TechTarget offers a buyer intent platform called Priority Engine that gives marketers access to data about prospects actively researching tech solutions. Informa Tech created IIRIS, a B2B customer data platform that collates, standardizes and analyzes all of the first-party data generated by its portfolio.
First-party takes centerstage
The impact of the deprecation of third-party cookies and the resulting thirst for first-party data is all over the proposed deal. One of the challenges many media organizations face when it comes to first-party data is scale: They can’t generate anything comparable to the volume of third-party data.
First-party data and scale were both mentioned in a statement by Stephen A. Carter, Group Chief Executive at Informa.
”Today we significantly strengthen Informa’s position in the growing B2B digital services market, creating a platform to serve B2B customers at scale digitally, as we already do in live and on-demand B2B events,” Carter said. ”Over the last three years, Informa has built a proprietary first-party data platform, IIRIS, and expanded our position in the B2B Digital Services market. Now, through a majority shareholding in US-listed TechTarget, we are positioning this business firmly where the customers and the value are.”
According to Informa, the total addressable market (TAM) of the new TechTarget will expand customer reach by more than 10x. The new company will also be positioned to drive revenue and growth in new technology-enabled B2B markets.
Details of the proposed deal
The structure of the proposed deal is slightly more complicated than many acquisitions, even by the standards of publicly traded entities.
Informa PLC will contribute its Informa Tech digital businesses and $ 350 million of cash in exchange for a 57% stake in the New TechTarget.
The new entity keeps the TechTarget name, and its headquarters in Newton, Mass. It will also keep its TTGT ticker symbol, as the new TechTarget will be traded on the NASDAQ and classified as a Controlled Company. The new CEO will be Gary Nugent, who now holds that position at Informa Tech.
The post Informa Tech/TechTarget merger would create a B2B data giant appeared first on MarTech.
MarTechAbout the author
Mike Pastore has spent nearly three decades in B2B marketing, as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.
(19)
