Adconion acquires Frontline in $20 million deal

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Ad network Adconion Media Group has acquired Frontline Direct, a data management and e-mail marketing firm, for $20 million in cash and equity. 

With the acquisition, Adconion's existing clients will have access to Frontline's e-mail and database technologies including ConsumerInfo.com Inc., an Experian company, and Reunion.com.

“We recently received $80 million in funding for technology development and expansion into North America,” said Tyler Moebius, founder and chief executive officer of Adconion. “This acquisition gives us access to a new client base and a new technology.”

Moebius said that the acquisition was easier than developing the technology in-house, as the Adconion technology team is busy at work on their own display and behavioral marketing products. The acquisition merges the two firms' technologies.

“Not only will we offer display and banner ads, but now we can offer e-mail, database and acquisition tools as well,” Moebius added.

As a part of the acquisition, Frontline's sales team will merge with the Adconion sales team. This includes moving the Frontline office employees in Segunda, CA, to the existing Adconion office in Santa Monica, CA. In addition, the Frontline office in San Diego will be converted into an Adconion office.

For the time being, each company's technology and development teams will be kept separate. While the service offering will be expanded immediately, a full integration for the two products is not expected to be complete until the end of the year.

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