MarketingVOX: aQuantive’s ad management firm Atlas has acquired sell-side ad trafficker Accipiter -?Atlas’s initial move into ad management for publishers, directly pitting it against 24/7 Real Media and DoubleClick’s DART for Publishers, writes ClickZ.
Accipiter, acquired for $30.3 million in cash, supports display advertising, rich media, RSS and in-stream audio and video units. It acquired performance-based contextual ad network BidClix in September. CEO Brian Handly will stay on as SVP at Atlas.
Accipiter’s European businesses will be merged into Atlas’s Europe, Middle East and Africa business. Atlas introduced pre-roll ad insertion last month, as did DoubleClick.
Related stories:
- aQuantive Profit, Revs Up 40-plus Percent
- Atlas Launches In-Stream Web Video Ad Solution
- Accipiter Acquires BidClix
- aQuantive Reports Strong Quarter, as Does ValueClick
- Atlas: Display Ads Lift Search Conversion Rates
- Accipiter, Cars.com Sign Online Advertising Management Deal
- Atlas Partners for VOD Ad Campaign Management
- Atlas: Longer VOD Ads More Effective
- Atlas: Network CPA Ads Result in Duplicate Costs
- Accipiter Offers Self-Serve Ad Marketplace to Publishers
- Accipiter Extends Ad Trafficking Services to U.S.
- aQuantive Reports Strong Q4 Growth, Led by Avenue A/Razorfish
- U.K. Online Ad Serving Solutions Market to Grow 18 Percent
- MSN adCenter Integrated into Atlas Search
- Atlas: Lunchtime, Primetime Are Optimal Dayparts
- ShareBuilder Relies on AdManager Hosted
- Clear Channel, Accipiter in Ad Integration Deal
