US based tech giant IBM has announced that they are acquiring Unica.

Unica is a marketing service company and with this IBM is pretty much entering the highly competitive advertising business.

Incidentally, IBM also recently acquired Coremetrics which is also connected with online marketing.

IBM is paying around USD 480 million for this company which is a major premium over its current market price.

It remains to be seen what IBM has planned with these specialized acquisitions.