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 Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!


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

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.


    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...