EyeWonder Is Moving Into the Limelight


handshake_small.jpgADOTAS – You know what’s flying off the shelves this holiday shopping season? Ad networks.

After Etsy picked up Adtuitive last week, Limelight Networkds decided it just could not live without EyeWonder. No word whether it was gift-wrapped, but the deal is for $110 million and will be finalized in the first half of 2010.

“Today, two best-in-class companies are combining to capitalize on the clear opportunity created by a macro shift of content consumption and advertising spend away from legacy channels and towards the growing world of Internet-connected devices,” said Jeff Lunsford, chairman and chief executive officer of Limelight.

Limelight aims to combine EyeWonder’s value-added monetizing products with its own delivery, storage, management and consulting services. The integrated force will boast relationships with more than 2,500 online businesses, 800 interactive agencies, 900 last-mile access networks, over 20 ecosystem partners and a partridge in a pear tree. (Sorry, couldn’t resist.)

In the online ad business since 1999, EyeWonder recently launched its Ad Visibility Suite, a set of metrics designed to give advertisers and publishers in-depth analysis of the actual real time an online ad is within the viewable area of a browser. In addition, over the summer it introduced a homepage-hijacking ad format called the PageMorph that crumples, stretches, shrinks or in some other fashion disintegrates a screenshot of a homepage in favor of a giant display ad.

It certainly got my attention (“AHHHH! THE INTERNET IS MELTING! MELTING!”).


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