IBM closes on deal to acquire Silverpop

IBM said Monday it has closed on its deal to acquire Silverpop, an Atlanta-based digital marketing technology provider.

Silverpop’s software allows marketers to target highly personalized offers and promotions. The company creates consumer profiles from data streams provided by social, web, email and mobile activity. Consumer behavior is “captured” in real time.

Through text messaging, for example, a retailer would be able to let customers know if a particular item they are interested in is on sale or in stock at a store they enter. Silverpop says it can “scale” data on consumer buying habits for any business of any size.

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

Financial terms of IBM’s deal with Silverpop were not disclosed.