StockMarketWire.com - Advertising group S4Capital said it had acquired London-based media and data science company ConversionWorks and South Korea-based data and analytics consultancy Datalicious, both for an undisclosed sum.

The two businesses would be merged with S4Capital's programmatic media practice MightyHive.

ConversionWorks partnered with companies such as Boots, Diageo, Schuh, giffgaff and Wiggle to help them gather first-party data, curate audiences and predict behaviours.

Dataliciousw was a Google Analytics premium reseller and certified partner in South Korea.

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