DM Ltd, the company behind data firms DLG and PDV, is aiming to boost its operations with the acquisition of MyOffers – the online permission marketing company launched by Lionel Thain nearly 20 years ago – for an undisclosed sum.
DLG was founded in 1998 and pioneered telephone lifestyle surveys. It embarked on a major expansion strategy in the mid-2000s, and, following a management buyout, snapped up rival Wegener DM in 2006 as well as 43 plc in 2007. At its height the company was valued at over £72m.
However, the business was hit hard by the the credit crunch and then its equity partner, Icelandic private investor Kaupthing Singer & Friedlander (KSF), went into administration, forcing DLG to seek new financing.
DLG then struck a deal with DM Ltd and since then has jumped into bed with online data collection firm PDV, founded in 2000.
The companies claim to be UK’s largest consumer lifestyle data providers, with a database that contains over 23 million records.
Both DLG and PDV hold the DataSeal and Cyber Essentials accreditations although have faced criticism over what many see as their outmoded data capture methods.
DLG is one of a number of data brokers which are the subject of an Information Commissioner’s Office audit, along with Acxiom, Equifax, Experian, GB Group and TransUnion. The findings are due by the end of this year.
Meanwhile, MyOffers was launched in 2000 by IPT, the company formed by ex-ICD boss Thain. Primarily an online data gathering website, it targets consumers by getting them to sign up for offers, prize draws and competitions. At its peak, the company was worth £80m. However, on LinkedIn, Thain admitted the sell-off has been triggered by a change in the market.
He added: “When MyOffers launched in 1999 the Internet was uncharted territory so I’m proud that we built a massively successful business and continually develop an enduring marketing tool that generates high quality marketing leads. This is borne out by one leading utility being an ever-present client since 2002.
“In 2019 the marketplace has changed significantly so we concluded it’s time to sell MyOffers. We feel that DLG is the ideal company to take MyOffers to the next level and wish them every success.”
There has been no official word from DM Ltd.
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