Retargeter Dotomi Scooped Up by ValueClick

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ADOTAS – ValueClick seems to be seriously fleshing out its offerings — after acquiring mobile ad network Greystripe back in April, the multichannel marketer has just purchased retargeting specialist Dotomi, complete with its in-house dynamic creative technology.

The price tag was $295 million — 55% cash and 45% ValueClick stock. Dotomi CEO John Guiliani will continue to lead the wholly owned subsidiary and has been nominated to a seat on ValueClick’s board. Dotomi is reportedly on course to bring in $80 million in revenue in 2011.

“Dotomi’s end-to-end offering attracts large brands because of its ‘simple sophistication.’ John and his team have built a great business integrating the technical and consultative points in the display value chain,” said ValueClick CEO Jim Zarley. “Together with ValueClick’s portfolio of products, we will be in a position to meet the needs of marketers with a single relationship that will create marketing and analytic consistency.”

“As ValueClick expands its own media strategy – i.e. sites like Investopedia – Dotomi tech and services will be increasingly important as they’re layered on top,” added AdExchanger. “It will also be interesting to see if Dotomi is inserted into the Commission Junction business somehow. Lots of bottom-of-the-funnel data there.”

The acquisition is also interesting on a macro level as retargeting services are considered “add-on” marketing features by some industry players rather than a standalone business. At the same time, although the technology has been around for more than 10 years, executing retargeting campaigns well — — e.g., not creeping out or thoroughly annoying consumers — is an art, one that seemingly has yet to be fully finessed. Retargeting companies could be seen as apprenticeships where skills are mastered.

As we’ve seen the dynamic creative companies get picked up one-by-one, perhaps Dotomi’s acquisition is a sign that the apprenticeships are over, and the over retargeting masses are next in line to be swallowed by bigger companies next. What do you guys think?

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