From Infosys to Wipro, IT firms eye acquisitions to add to adtech skills

Analysts view this movement to acquire businesses in the digital marketing space as a move by firms to supplement their technology resource pool

With digital spending rising across sectors, there is  increasing interest by top information technology (IT) services companies to acquire and build internal advertising technology and marketing analytic capabilities.

Infosys, the country’s second largest IT services company, announced in April the acquisition of WongDoody, a US-based, full-service creative and consumer insights agency, for around $75 million. WongDoody, an award-winning entity with studios in Seattle (its headquarters) and Los Angeles, brings Infosys globally recognised creative talent, and deep marketing and brand engagement expertise. 

Last year, Cognizant acquired UK-based digital agency Netcentric and Zurich-headquarterd digital marketing and experience firm Zone. Last month, the Nasdaq-listed firm