Aprimo Buys DoubleClick Unit

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Enterprise marketing firm Aprimo Inc. said yesterday that it will acquire the enterprise marketing unit of DoubleClick Inc., which includes SmartPath and Ensemble.


Terms of the deal were not disclosed. Online and e-mail marketing firm DoubleClick's Enterprise Marketing Solutions unit includes its marketing software products, SmartPath enterprise marketing software and Ensemble.


"Although DoubleClick believes there is enormous potential for the EMS business, this deal gives us the opportunity to return to our roots by focusing our entire technology business on online marketing," DoubleClick president David Rosenblatt said.


DoubleClick and Aprimo will partner to support DoubleClick's Data Management and DARTmail customers that also are EMS customers, Aprimo said. SmartPath and Ensemble customers will gain access to Aprimo's global product support and hosting capabilities.


Aprimo expands its customer base by 70, particularly in segments such as pharmaceuticals, retail and telecommunications. Aprimo's corporate headquarters will stay in Indianapolis. With the acquisition, the company increases its global work force to 175 employees. Its international headquarters will remain in the United Kingdom.


DoubleClick, New York, last month agreed to be acquired for $1.1 billion by Hellman & Friedman, San Francisco. JMI Equity, San Diego, a venture capital firm, also will invest in the company, but that amount was not disclosed. The deal is subject to shareholder and Securities and Exchange Commission approval, but is expected to close in the third quarter.


Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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