ADOTAS – Content delivery network Akamai has signed an agreement to acquire behavioral advertising newbie acerno for $95 million in cash. Akamai’s purchase of the online co-operative of shopping and purchase data was made to enhance the company’s Advertising Decision Solutions, a new product line also being announced today.
The Advertising Decision Solutions are designed to help buyers and sellers of online advertising create attractive audience segments with the necessary scale to achieve better results from campaigns and investments, the company said. acerno’s powerful technology will complement the ability of Akamai’s Advertising Decision Solutions to seamlessly incorporate real-time anonymous Web browsing information with anonymous online purchasing data from advertisers’ Web sites to present the most relevant ad.
Mike Afergan, Akamai’s CTO and senior vice president of Advertising Decision Solutions, said, “We plan to leverage and grow acerno’s unique industry co-operative to enhance our new solution line. Our combined capabilities with acerno should benefit the eco-system of ad networks, online publishers and Internet advertisers by providing them with real-time, actionable data to serve more relevant marketing messages. Our Advertising Decision Solutions have already been adopted by several key stakeholders in the online advertising industry, resulting in higher revenues and better results.”