aQuantive Acquires Go Toast

  |  December 15, 2003   |  Comments

UPDATE: The company's ad technology division, Atlas DMT, will incorporatetools to serve the hot paid search market.

Atlas DMT, the advertising technology division of aQuantive , declared its firm commitment to the search business Monday, announcing the purchase of Go Toast, a provider of paid search management and optimization tools.

Financial terms of the deal weren't disclosed. The profitable company brought in between $3 and $4 million in revenues in 2003, according to aQuantive, and the acquisition is expected to be accretive to earnings.

The deal adds an important component to Atlas DMT's product suite, as paid search grows more important to digital marketers while simultaneously growing more technology-dependent. Jupiter Research, which shares a parent company with this publication, has predicted that the paid search market will grow to $4.3 billion in revenues by 2008. This year, Jupiter analysts said, paid search will bring in $1.6 billion.

"Our customers have been using search and buying keywords for years, and primarily use Atlas DMT for the tracking piece. But we haven't had the functionality to manage bidding strategy," said Atlas DMT vice president, strategy and product management Karl Siebrecht.

Go Toast provides technology that lets advertisers manage thousands of keywords and search engine marketing campaigns simultaneously. The company's tools include a bidding engine, conversion tracking tools, Web analytics and automated search campaign management. Go Toast works with search engines including Google AdWords, Yahoo's Overture, and Espotting. Denver-based Go Toast will keep its brand identity and will continue to be headed up by founder and CEO Dave Carlson, though it will operate as a unit of Atlas DMT.

Atlas DMT is incorporating these tools into the Atlas Digital Marketing Suite, which will create a central reporting and analytics platform. The Suite, which has just been released in a 4.0 version, combines functions for media planning and buying; creative management; ad serving and tracking; and analysis and optimization. Siebrecht said that he expected existing Atlas clients to begin using the enhanced Atlas suite, while Go Toast clients would continue using their familiar tools.

"Go Toast has a strong brand in its customer segment that is quite different than the one Atlas serves," he said. Go Toast has a wide range of clients that includes small marketers, for example, Yahoo Stores and merchants. "We don't want to have any negative impact on that, or to change anything too quickly," he said.

Atlas DMT and Go Toast have been working together for months, and for the past three months have run a beta test on the Atlas/Go Toast platform integration involving half a dozen merchants. Initially, the companies are working on rolling Go Toast's conversion tracking technology into that of Atlas, so that Atlas marketers' tracking data is automatically fed into the Go Toast system to track conversion from keyword advertising. Siebrecht expects the integration to be complete within three months. Then, the company will begin combining workflow management tools.

"This is a very smart deal for both Atlas and Go Toast," said Nate Elliott, associate advertising analyst for Jupiter Research. "The ad servers have been struggling to find an opening in search marketing, and Atlas has now gotten a leg up by acquiring one of the leaders in that space. At the same time, this deal brings Go Toast additional resources and experience, plus access to a solid new sales channel."

Elliott said that the growth in paid search will be powered by large marketers -- and Atlas can help bring those marketers to Go Toast. "If Atlas can effectively integrate Go Toast into their toolset, it would give them a competitive advantage over what's available in the marketplace today," he said.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!


Pamela Parker

Pamela Parker is a former managing editor of ClickZ News, Features, and Experts. She's been covering interactive advertising and marketing since the boom days of 1999, chronicling the dot-com crash and the subsequent rise of the medium. Before working at ClickZ, Parker was associate editor at @NY, a pioneering Web site and e-mail newsletter covering New York new media start-ups. Parker received a master's degree in journalism, with a concentration in new media, from Columbia University's Graduate School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.



Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.



    • Interactive Product Manager
      Interactive Product Manager (Western Governors University) - Salt Lake CityWestern Governors University, one of the 20 largest universities...
    • SEO Senior Analyst
      SEO Senior Analyst (University of Phoenix (Apollo Education Group)) - San FranciscoSEO Senior Analyst   Position Summary...
    • SEM & Biddable Media Manager
      SEM & Biddable Media Manager (Kepler Group LLC) - New YorkAs an Optimization & Innovation Manager at Kepler Group, you will be on the bleeding...