Catalina, ehich has the world’s largest shopper history database, has EBITDA of $230m and company recorded revenues of $661m last year.
Last month it was reported that Berkshire was nearing a $2bn deal to acquire the company from Hellman, which said it will remain a significant investor in the business.
Since being acquired by Hellman in 2007 Catalina has expanded its digital network by forming strategic partnerships with retailers such as Target and Walgreens. It has also formed a joint venture with Nielsen to create BuyerGraphic media targeting for television and online advertising.
Hellman & Friedman CEO Philip Hammarskjold said, “We remain strong believers in Catalina’s vision, people and ability to drive innovations to capitalize on this incredible market opportunity.
“The company is well-positioned as the leading personalized digital media platform for CPG, and we are excited to continue our partnership with Catalina for years to come.”
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