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BtoB

Omniture agrees to buy behavioral targeting company Touch Clarity

Published on .

Orem, Utah—Web analytics company Omniture Inc. announced Wednesday that it has agreed to acquire Touch Clarity, a London-based behavioral targeting company, for $51.5 million and about $8.5 million in assumed vested stock options.

The transaction is expected to close in the first quarter.

The deal gives Omniture on-demand behavioral targeting technology. "It delivers technology that will instantly provide revenue lift for our customers," said Christopher Parkin, senior director-product marketing for Omniture.

Separately, Omniture announced Thursday the debut of its latest version of on-demand customer analytics software Discover 2, designed to give all levels of business users an integrated view of customer data. The previous version targeted so-called "power users."

—Carol Krol
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