Catalina acquires digital coupon platforms from Invenda

Marketing services firm Catalina Marketing acquired the E-centives and Collabrys digital couponing businesses from Invenda May 5. Financial terms of the deal were not disclosed.

Catalina was familiar with the E-centives platform after using it for work on Target's digital coupons, said Beck Besecker, chief development officer for the agency.

“The reason for the acquisition was people and platform,” he said.

Catalina will take on all employees from Invenda's Maryland office, Besecker added. The company has not made any decisions about re-branding the platforms.

Digital couponing has gained momentum recently as companies have tried to hold on to frugal customers. Zeta Interactive, Verizon and EDeals.com are among the companies that launched digital couponing capabilities this year.

Earlier this year, Superpages began feeding its clients' coupons to Twitter, and Coupons.com explored social coupon sharing.