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The real-time personalization platform Evergage Inc. is expanding into Europe. The company from Boston, USA, intends to intensify the market, especially in the DACH region.

Personalization is one of the key levers in online marketing. Behavioral analytics, comprehensive customer data and machine learning can all be combined for real-time 1: 1 personalization across all channels. The aim of the personalization is the individual approach based on the previous customer behavior, which is analyzed and compared with the goals of the advertising company. The interest behind this is the increase in customer engagement and the contact with the advertising customer, which should be addressed appropriately, depending on the time of day, weather conditions or end device.

Evergage, Inc., which claims to be the market leader in the US, was founded in 2010. The expansion into Europe is responding to the growing demand for personalization solutions, especially from the automotive and e-commerce sectors.

Iuslake has been in lead for the complex corporate, commercial as well as financial agreements related to the market entry.

Dr. Stephanie Schmidt-Ehemann joins the Corporate, M&A/PE and Restructuring practices of Iuslake. The former senior associate of Willkie Farr Gallagher LLP will join Iuslake as a partner.

Dr. Andreas Hautkappe und Dr. Stephanie Schmidt-Ehemann have known each other for more than ten years. Both have always worked closely together and successfully accompanied numerous wellknown national and international mandates and transactions together.

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Iuslake advises legendary photographer and writer Rainer W. Schlegelmilch on the sale of the largest Formula 1 photo archive to Florida-based Motorsport Network LLC. The archive included his unique life's work since 1962 and included, among other things, more than 600,000 photographs. Most recently, Mr. Schlegelmilch had licensed his archive exclusively to Getty Images. Mr. Schlegelmilch is still the only photographer in the world to have been awarded a lifetime accreditation for Formula 1 by Bernie Ecclestone. The acquisition of the photo archive is another important step by Motorsport Network LLC to expand its platform Motorsport.com as a global digital. Iuslake has comprehensively and legally supervised and accompanied the sales process. The sale was the result of a successful auction process.

The Cabinet today adopted the 9th Ordinance on the Revision of the Foreign Trade Regulation for the Investigation of Business Acquisitions by Investors from countries outside the European Union submitted by the Federal Ministry of Economics and Technology (BMWi).

The amendment of the Foreign Trade Regulation adopted today will adjust the modalities of the examination procedure to reflect the increased number and complexity of business acquisitions. The test periods are mainly extended from two to four months in order to have more time for the examination. It is clarified that so-called indirect acquisitions are also included in the audit. These are cases where foreign investors form a company in the EU, which is then to buy a German company.

In addition, the testing in particularly security-sensitive areas in Germany (electricity, water and health care) is extended by additional armaments companies that develop or manufacture certain key technologies in the field of defense. The know-how of German companies is also to be better protected by the new regulations. The regulation can be understood in this respect as a reaction to the controversial takeover of the robot manufacturer KuKa by the Chinese household goods manufacturer Medea. Ultimately, the increasing importance of computer software and cloud-based solutions regarding operation of hospitals, airports and electricity networks will now be covered by the new regulation.

One of the largest plumbing and building traders in the south of Germany, which is wholly-owned by a family office, was comprehensively restructured to strengthen its competitiveness and to be prepared for a generational change. The restructuring included, among other things, equally conversion and M&A measures. In this context, succession planning within the Family Office, which holds further participations, is redefined. Iuslake provided comprehensive advice on the restructuring process with regard to all legal issues. Specific tax and notarial expertise has been drawn and coordinated by Iuslake from his network.