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Alliance Data Systems to acquire Equifax’s direct marketing unit

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Dallas—Alliance Data Systems Corp., parent of multichannel marketing company Epsilon, has reached an agreement to acquire the direct marketing services division of Equifax Inc. for $117 million.

The Equifax unit offers database marketing and hosting, as well as data services that include U.S. customer demographic information. The unit and its approximately 200 employees will be integrated into Epsilon’s targeting and marketing technology group.

The transaction is expected to close in the third quarter of this year, pending regulatory approval.

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