Ybrant Digital plans to buy $283 million business from Experian

Digital world seems to be getting increasingly active. The Indian company Ybrant Digital has announced its plans to buy $283 million (Rs 1500 crores) business from Experian. This would include buying the US Company's 3 brands - PriceGrabber the price comparison shopping business, LowerMyBills the one-stop destination that offers savings through relationships with more than 500 service providers, and ClassesUSA.com the leading online higher-education portal.

Experian based in USA is currently one of the top five Internet advertisers in the US and Ybrant is a leading global digital marketing company. Interestingly, Ybrant had picked up another premium destination site in 2010 - Lycos.com.

In a press release issued by the company, Steve Krenzer the President of Experian Interactive expressed his excitement in joining the Ybrant team, and added that with Ybrant's global footprint and Experian's leading sites the combined group would hopefully make them the pacesetter globally."

The buyout would add a business of US$283 million and employee strength of over 300, at an agreed consideration of US$175 million (INR 930 crores), as per the official communication. As per Suresh Reddy, Chairman and CEO of Ybrant Digital, by adding these established brands to Ybrant, they will be able to offer interesting new products, and a world class lead generation platform.