Atlas Snaps up Accipiter
Atlas, the technology division of digital marketing company aQuantive, has forked over $30.3 million for ad technology company Accipiter, whose AdManager platform serves clients in more than 20 countries around the globe. The acquisition gives aQuantive additional behavioral targeting technology for both display and text ads that functions across multiple platforms.
“As Internet advertising has grown increasingly specialized, and as Atlas has continued to gain market share amongst advertisers and agencies, publishers have asked Atlas for sell-side-focused digital advertising solutions,” said Atlas president Karl Siebrecht in a statement. “We believe our position with the buy-side, where media purchasing decisions are made, coupled with our core strengths in analytics will enable us to deliver meaningful innovations to market for publishers.”
Accipiter, who frequently announces new technology licensees, had just signed a deal with Auto Trader, one of the UK’s most popular auto magazines, to use its technology to serve more than 500 million ads a month.
Accipiter CEO Brian Handly, who will now serve as Atlas’s senior VP, is optimistic about the deal, saying that the resources now available though Atlas and aQuantive will allow them to expand their reach both technology and customer-wise. Accipiter’s European operations will join Atlas EMEA (Europe, Middle East and Africa).
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