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IBM bets on analytics in video

Five days after announcing that it is buying US online ad agency Resource/Ammirati, IBM says it's acquiring Aperto, a Berlin-based online ad agency whose client list includes Airbus, Volkswagen, and Siemens. Terms are once more undisclosed. Like Resource/Ammirati, Aperto has 300+ employees and will join IBM's Interactive Experience (iX) digital agency unit (has over 10K employees). IBM, which has made a series of software and services-related acquisition to help benefit from rising online ad spend and a shift in IT spending towards CMOs: "Demand for [ad] experience design is expected to accelerate as clients in all industries seek to deliver more consumer-like experiences to their customers and employees, and integrate the power of cognitive computing and analytics platforms." 

The moves follow a Q4 in which IBM's Global Tech Services and Global Business Services revenue respectively fell 7.1% and 9.9% yr/yr to $8.1bn and $4.3bn.