Atlas Buys Accipiter for $30M

  |  December 12, 2006   |  Comments

The purchase puts Atlas into direct competition with DoubleClick in the area of sell-side ad management.

Ad management provider Atlas has purchased sell-side ad trafficker Accipiter for $30.3 million in cash. The acquisition marks the aQuantive unit's first move into ad management on behalf of publishers, placing it into direct competition with DoubleClick's DART for Publishers and 24/7 Real Media.

Accipiter supports display advertising, rich media, RSS and in-stream audio and video units. It has offered a behavioral targeting product, called VIBE (Visitor Interest Behavioral Engine), since 2004. Accipiter acquired performance-based contextual ad network BidClix in September. The company, which operates in 20 countries, serves ad networks as well as individual Web sites.

According to Mike Galgon, aQuantive's chief strategy officer, serving site owners is a good business play in an era of multiplying formats and targeting methods. Sales coordination alone is a huge challenge. "Any ad on the Web site may have been sold by their national sales force, their regional sales force or one of their network partners," Galgon told ClickZ News.

Accipiter was founded in 1996 and purchased by CMGI in 1998 and later merged with CMGI's Engage. Its management team bought it back in 2002, and the company has remained independent until now.

Post-acquisition, CEO Brian Handly stays on as SVP of Atlas. Accipiter's European offerings will be merged with Atlas's Europe, Middle East and Africa business.

Atlas introduced pre-roll ad insertion last month, just before DoubleClick did the same.

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!


Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

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.


    Information currently unavailable


    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...