Deal is a big win for Atlas and for Microsoft, which anticipates completing its acquisition of aQuantive soon.
IAC Advertising Solutions has switched ad servers, abandoning DoubleClick in favor of aQuantive's Atlas.
The ad sales division of IAC/InterActiveCorp said its goal in making the move was to consolidate IAC's myriad Web properties into a single media ad serving platform using the latest available technology. It said the move to Atlas will allow it to offer advertisers better access to more than 60 million unique IAC users each month, a June audience figure reported by comScore Media Metrix.
IAC owns Ask, Excite, Expedia, Hotwire, iWon, Live Daily, Match Ticketmaster, TicketWeb, Match.com, Citysearch and Evite. It characterizes its audience as "busy mothers, trendy singles, established professionals, tech-savvy consumers and affluent couples."
The deal is a big win for Atlas and for Microsoft, which anticipates completing its acquisition of aQuantive by the end of the year.
"The relationship with IAC is a fairly comprehensive partnership that is, in essence, designed to take advantage of the Atlas Ad Manager technology for IAC publisher sites and manage the full spectrum of their business online in terms of inventory forecasting, analytics, targeting, etc.," said Scott Ferris, Atlas's senior vice president and general manager of the publisher and emerging media divisions. "It's designed to encompass all of the IAC publisher and media property over time."
It's also a blow to DoubleClick and its likely future parent Google, though Google's move to buy DoubleClick was not a factor in IAC's decision. An IAC spokesperson said the deal has been in the works for a long time, pre-dating the merger agreement between Google and DoubleClick.
IAC said Ad Manager will give advertisers more choice in "how, where and when they target IAC users," noting IAC wants to give advertisers better ability to access emerging formats such as in-stream video and mobile.
Terms of the multi-year deal were not disclosed. Atlas has offices in Seattle, San Francisco, New York, Denver, Raleigh and London.
Want to learn more? Join us at ClickZ Live New York 2015
[ALERT] Super Saver Rates Expire January 30. With over 15 years of experience delivering industry leading events, ClickZ Live brings together over 50 expert speakers to deliver an action-packed, educationally-focused agenda covering all aspects of digital marketing. Quick! - Register today to secure your place at the best rate.
Singapore, 5-6 March
Bangkok, 17-18 March
Hong Kong, April 2015
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.