Ybrant Digital to acquire US based service firm for $200 million

Ybrant Digital- a Hydrabad based digital marketing and online advertising company is planning to acquire US based online services firm for $200 Mn. According to a report (ET), the target company is a provider of online comparison shopping, personal finance and educational services, a platform where US universities, banks and financial institutions advertise.

Founded in 2000 by Suresh Reddy and Vijay Kancharla, Hyderabad-based Ybrant Digital offers digital marketing solutions to businesses, agencies and online publishers.

The company is planning to raise institutional debt for the acquisition. In August 2011, Ybrant Digital acquired listed IT firm LGS Global Ltd in an all-stock transaction; while in June acquired a minority stake in Israel-based Web 3.0, a digital media company. However, among the top US online comparison shopping firms with over $100 million in revenue are ShopZilla, Nextag, Shopping.com and Pricegrabber.

According to media services company Magna Global, internet advertising is poised to become the second biggest media category in 2012 with a 20% share of the nearly $450-billion global market. Last year, internet advertising revenues grew by nearly 17% to $79 billion. Ybrant’s competitors include the likes of India’s Komli Media and the Nasdaq-listed ValueClick, with sales of $560 million. With less than 100 million internet users in India, homegrown digital advertising and marketing companies have been showing an appetite for global purchases.