Digital Media Solutions, a digital performance advertising solutions, completed the acquisition of Crisp Results, a provider of performance based marketing solutions, for $55m. Consideration consisted of $40m paid upon closing ($20m in cash and the remainder in equity). The transaction also includes up to $10m in contingent consideration to be earned over the next twelve months, subject to the achievement of certain milestones, and a $5m deferred payment. The contingent and deferred compensation can be paid in cash or stock at the election of DMS. "Through this acquisition, we believe we are better able to control the full-funnel engagement of consumers in the market for insurance-related products. The Crisp Results assets will expand both advertiser demand and media distribution for DMS," Joe Marinucci, DMS CEO.