24/7 Media Buys Search Marketing Firm

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24/7 Real Media said yesterday it acquired Australian search marketing firm Decide Interactive in a cash and stock deal potentially worth $33.5 million.


The agreement calls for the New York online ad services and technology firm to pay $15 million in cash and $11 million worth of shares, in addition to an extra $7.5 million payment based on Decide Interactive's financial performance.


The acquisition will expand 24/7 Real Media's search offerings by adding Decide Interactive's bid-management technology, Decide DNA. It can be used to manage paid search campaigns through Google, Yahoo's Overture Services, FindWhat.com and others. It also offers paid inclusion services for Overture's Site Match.


24/7 Real Media also keeps pace with larger rival DoubleClick, which scooped up search and affiliate marketing company Performics in May for $65 million. DoubleClick plans to integrate the Performics search tool with its DART online ad platform.


Decide Interactive's clients include Walmart.com, CitySearch Australia and Carat Interactive.


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