Equifax Inc. has agreed to sell its National Decision Systems subsidiary to VNU Marketing Information Services.
The stock deal is expected to close at the end of May. Terms were not disclosed.
Equifax National Decision Systems, based in San Diego, sells marketing information to companies. It had $39 million in revenues last year. "It has always been a strong, profitable company," said Equifax spokesman Norman Black. "This was not a fire sale."
VNU, based in New York, has a subsidiary-Claritas Inc., of Arlington, Va.-that also markets information to companies. Annual revenues for the unit were not released.
Together, the two companies represent about 70% of the market research segmentation industry, according to Michael Shannon, vice president of global development for Equifax.
Mr. Shannon said Equifax decided it didn't have to own the unit to provide its products and services to clients.
Separately, Atlanta-based Equifax entered a cross-licensing and strategic marketing agreement with VNU. The 10-year pact will allow the companies to codevelop a number of marketing and analytical products.