Dentsu Group has entered an agreement to acquire LiveArea, a global customer experience and commerce agency. LiveArea will join Columbia-based Merkle, a technology-enabled, data-driven customer experience management company lodged within Dentsu Group’s international business, Dentsu International.

With this acquisition, LiveArea bolsters Merkle’s global experience and commerce capabilities and furthers Merkle’s position as a go to experience partner for businesses around the world. The acquisition demonstrates the Group’s commitment to enable clients to deliver best-in-class differentiated and connected commerce experiences across the entire customer journey.

The acquisition aligns with Dentsu Group’s stated ambition of reaching 50 percent of revenue generated by customer transformation and technology, encompassing the fast growth areas of customer experience and commerce.

LiveArea is headquartered in the United States, with a presence in Europe, Middle East, and Africa, with significant global offshore delivery capabilities in India and Bulgaria. LiveArea’s expertise lies in connecting brands and people through creative commerce experiences that transform the customer journey.

The agency’s services, which span commerce, experience design, technology, and strategy, enable brands to transform their commerce offerings and relationships with customers.