The agreement calls for 24/7 Media to handle interactive marketing for all of the idealab! companies, which include eToys, CarsDirect.com, Cooking.com, eve.com, and WeddingChannel.com. The alliance grew from 24/7 Media’s relationship with two idealab! portfolio companies — GoTo.com and NetZero.
The deal — a big coup for 24/7 Media — gives the company the chance to flex its newly-acquired muscles, as well as the services it has developed in-house. The company in recent months has picked up several companies which have allowed it to expand its array of services. In February it agreed to buy email marketer Exactis.com and promotions company AwardTrack. Most recently it launched 24/7 Connect, an ad serving system bolstered by the technology of acquisition Sabela Media.
“24/7 Media is extremely excited to offer its end-to-end suite of interactive marketing solutions to idealab!’s network of Internet businesses,” said David Moore, chief executive officer and president of 24/7 Media.
“The inclusion of these highly desirable properties greatly strengthens several of our verticals, moving them to the top of every e-marketer’s list.”
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