DoubleClick Purchases Sabela Media from 24/7 Media Print | Email This | Bookmark | Subscribe
DoubleClick (Nasdaq:DCLK), a leading global Internet advertising and digital marketing-solutions company headquartered in New York City, today announced it has purchased the intellectual property assets of Sabela Media from 24/7 Media (Nasdaq:TFSM). Financial terms of the deal were not disclosed. As part of this transaction, 24/7 Media will retain all assets not associated with the intellectual property of Sabela Media.
Sabela Media, a global ad serving, tracking and analysis company with products for online advertisers and Web publishers, which was originally acquired by 24/7 Media in January 2000, is headquartered in Sydney, Australia, and has over 150 clients worldwide.
"Sabela Media was purchased to accelerate the incorporation of key functional capabilities into 24/7 Media's ad serving technology, 24/7 Connect," said Andrew Fawcett, VP of 24/7 Media Technology Solutions. "By monetizing the assets of Sabela, we are eliminating technology redundancies, reducing our cash burn and focusing exclusively on the expansion of 24/7 Connect worldwide."
As part of the transaction, 24/7 Media will continue to support Sabela Media's ad serving clients for the short term. Over time, DoubleClick will offer Sabela Media's clients the option of migrating to its DART (Dynamic Advertising Reporting and Targeting) system or its AdServer platform. DART and AdServer are part of DoubleClick's TechSolutions division, which along with the DART for Advertisers offering, provides comprehensive service and software solutions for over 2,100 marketers worldwide.
"DoubleClick has always been committed to maintaining the leading position in the ad serving business, and we've been able to achieve this through both organic growth and through acquisitions," said Chris Saridakis, SVP of Global TechSolutions, DoubleClick. "Sabela Media's success in the Asian market is most evident in their client base. We look forward to working with their clients to build on ad serving standards in one of our fastest growing global markets."
The Asian market is DoubleClick's fastest growing region, where it boasts 150 TechSolutions clients, including Sina, Nikkei and Lycos Japan. The sale of the assets of Sabela Media will enable 24/7 Media to focus on the global rollout of its ad serving system, Connect, which is fully deployed in the United States, Canada and Latin America.
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