DoubleClick Sheds Cross-Channel Campaign Tools

DoubleClick has sold its enterprise marketing solutions (EMS) unit to Aprimo. The deal, which includes software products SmartPath and Ensemble, brings to a close DoubleClick’s involvement in cross-channel campaign management.

The EMS sale, terms of which will be disclosed in an SEC filing later this week, is separate from DoubleClick’s recent agreement to be acquired by Hellman and Friedman. That transaction is expected to close in Q3.

It’s been a little over a year since DoubleClick bought SmartPath, which provides tools that let marketers manage budgets and campaigns across all channels. Executives characterized the decision to sell as a return to DoubleClick’s core specialization in online marketing.

“Although DoubleClick believes there is enormous potential for the EMS business, this deal gives us the opportunity to return to our roots by focusing our entire technology business on online marketing, and it ensures our EMS customers will benefit from the corresponding focus that Aprimo has on enterprise marketing management,” said David Rosenblatt, president of DoubleClick, in a statement.

Aprimo picks up DoubleClick’s technology and customer base for the enterprise marketing platforms. The acquisition brings in approximately 70 new clients in multiple verticals, including pharma, retail, telecommunications, financial services, media and manufacturing. The companies agreed to partner to support those EMS customers who also use DoubleClick’s data management and DARTmail platforms. Aprimo said the technology will gradually be integrated with its own, and SmartPath/Ensemble customers will have several opportunities to port over.

DoubleClick still offers online campaign and budget management solutions via its MediaVisor product.

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