DoubleClick Sells Media Business to L90

Share this content:
DoubleClick Inc. said yesterday that L90 Inc. will acquire its North American media business for $5 million cash and 4.8 million shares of stock in a deal expected to close early this month. DoubleClick stands to receive an additional $6 million based on undisclosed future performance conditions being met.


Upon the close of the transaction, L90 will change its name to MaxWorldwide and relocate its corporate headquarters from Los Angeles to New York. Mitchell Cannold will be CEO of the newly named company.


The sale will let DoubleClick, New York, focus on advertising technology and data solutions as opposed to ad sales, while MaxWorldwide will focus on ad sales.


In October, DoubleClick bought L90's technology assets, adMonitor ad-serving and tracking platform and its ProfiTools marketing platform.


Meanwhile, in keeping with its focus shift toward the data business, DoubleClick said last week that it will acquire Claritas Europe's 50 percent interest in the Abacus Direct Europe business, making DoubleClick the sole owner. Terms of the deal were not disclosed.


The Abacus UK Alliance cooperative database has 250 participants and data on 26 million households. Claritas will continue to provide data products to Abacus' European operations over the next five years.


close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences and drive measurable results. PAN services clients out of the firm's four offices: Boston, San Francisco, New York City and Orlando.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above