IBM acquires Atlanta’s Silverpop digital marketing firm

Silverpop, an Atlanta-based digital marketing technology provider, has been acquired by IBM, the companies announced Thursday.

Silverpop’s software allows marketers to target highly personalized offers and promotions. IBM said the technology will enhance its enterprise marketing capabilities.

Financial terms of the deal with the privately-held Atlanta company were not disclosed.

Silverpop was launched in 1999 and has more than 500 employees. The company has about 2,000 customers, representing 5,000 brands.

Silverpop creates consumer profiles from data streams provided by social, web, email and mobile activity. The company says its technology allows clients to target ads and promotions based on specific consumer behavior that is “captured” in real time. The company says it can “scale” this data for any business of any size.

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