The acquisition, pending approval, will extend AudienceScience’s European reach and follows the recent purchase of US digital marketing firm Consorte Media, which specialises in targeting Hispanic consumers online.

AudienceScience is on a steady path of global expansion, according to CEO Jeff Hirsch. The acquisition will now give it access to the French, German and Dutch markets.

Earlier this year, Wunderloop – which collects and analyses data on users visiting publisher sites to target them with relevant ads – closed its London office to focus on European operations in France, Germany and Spain. It had failed to gain market share in the UK, with rival AudienceScience working with the majority of large publishers such as Bauer, News International and Teletext.

AudienceScience has delivered more than 50,000 targeted campaigns since 2003 for clients including The Financial Times, Haymarket Consumer Media, New York Times Digital, News Corp, News International and Virgin Media.