Superstitial Maker Unicast Buys Enliven Assets

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Unicast, producer of Internet Superstitials, yesterday acquired the campaign management platform and other assets of Enliven Inc., once part of Excite@Home.

An effort is underway to integrate Enliven's campaign management platform and tools to allow advertising agencies to better manage and track their online Superstitial campaigns. Sales terms were not disclosed.

"I think it helps bring further standardization in the marketplace," said Allie Savarino, San Francisco-based senior vice president of global marketing at Unicast. "That's what we see as the single largest barrier to advertisers spending more of their budget on the Internet."

Founded in 1995, Enliven has served advertisers like General Motors Corp., Procter & Gamble Co., American Express Co. and Anheuser-Busch's Budweiser.

While there will be a number of job cuts, many Enliven employees are expected to join New York-based Unicast to smoothen the transition.

But there will be changes.

"We're not sure whether the Enliven format will remain in the market," Savarino said. "Based on market demand, we'll report on that within the next 60 days. At present, all existing Enliven contracts and campaigns will be fulfilled."

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