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!”).