Ascential plc, a specialist information, analytics and eCommerce optimization company, has acquired of Perpetua Labs Inc, an eCommerce media optimization business that primarily targets third party sellers.

Perpetua provides a self-service SaaS platform that helps independent sellers, as well as agencies and some larger brands, optimize the purchase of search and display advertising on Amazon and other major marketplaces. This marks new territory for Ascential’s Digital Commerce segment, which the business will join, and which to date has exclusively served first party vendors. The acquisition is for an initial cash consideration of $52 million, plus deferred consideration payable over four years, resulting in an estimated total consideration (including the initial consideration) of between $103 million and $162 million.

Duncan Painter, CEO of Ascential, commented, “Perpetua’s expertise serving third party vendors, through data-driven solutions, opens the door for Ascential to this large and fast-growing market segment. Combined with the global reach of our existing Digital Commerce businesses, that provide a full service offering to larger, First party, brands, we have the exciting opportunity, with Perpetua, to expand our offerings across further platforms and geographies.”