Phoenix Spreads Wings: Apollo Acquires Aptimus

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growth14.jpgApollo Group, who is the operator for University of Phoenix, announced yesterday that it will be buying ad network Aptimus for an estimated $48 million which translates to $6.25 a share.

With Aptimus, Apollo’s reach will only increase. They are already considered one of the biggest online advertising spenders and consistently rank in the top 10 marketers.

Brian Mueller, president of Apollo stated the plan is “achieving further process and cost efficiencies in new-student enrollments.”

While Aptimus will continue to serve it current big brand name clients in other industries, Apollo continues its relationship with various digital media affiliates and publishers including AOL and Advertising.com.

Amongst the other operations by the 30+ year old firm are the College for Financial Planning, the Institute for Professional Development, Insight Schools and Western International University.

It’s no mystery that ad networks are the hot-ticket item these days, ever since the Google acquisition of DoubleClick. As eyebrows continue to raise, so do questions. Does the continuing integration of ad networks, media and analytics firms with larger companies such as Microsoft, Google and WPP leave room for expansion and innovation or are they just being put into “little boxes”?

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