DoubleClick Acquires E-mail Marketer MessageMedia
Internet ad services company DoubleClick (www.doubleclick.com) announced on Friday it has entered into a definitive agreement to purchase e-mail marketer MessageMedia in a common stock transaction valued at approximately $41 million.
MessageMedia provides marketers with e-mail services such as permission-based e-messaging solutions and licensed software.
"DoubleClick's commitment to developing the most robust e-mail marketing solutions in the market, coupled with their strong financial position, make this transaction a strategic fit for MessageMedia," said Larry Jones, president and CEO of MessageMedia, in a statement.
MessageMedia delivers more than 100 million e-mails for such clients as Fleet Boston Financial, E*Trade and Columbia House. Through the acquisition, DoubleClick plans to fold into its e-mail offerings a range of technologies and consulting services. The purchase will also help DoubleClick expand its e-mail offerings in Europe.
With the ongoing slowdown in Internet ad sales, New York-based DoubleClick has been strategizing new ways to expand its services. In April, DoubleClick closed its acquisition of FloNetwork, a Toronto-based e-mail marketing technology provider. Terms of that deal were undisclosed.
A recent report says marketers plan to increase their digital ad spend significantly, and one of the big winners in that area is digital video.