Loudeye Enters Ad-Insert Business by Acquiring Addition Systems

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Loudeye Technologies Inc. acquired privately held ad content insertion firm Addition Systems Inc. in a deal announced yesterday.


Financial terms of the deal were not disclosed.


Loudeye Technologies, Seattle, a provider of digital content delivery services, has concentrated so far on the delivery of digital music. The company now plans to take advantage of the growing broadband market and will offer streaming media advertising products based on Addition Systems' technology.


Addition Systems' technology lets advertisers and Webcasters attach targeted ads and personalized content to streaming media programming without delays or rebuffering. Ads can be targeted demographically or geographically. The company's technology also lets rebroadcasters block existing broadcast advertising and replace it with Internet-specific advertising.


"Addition Systems provides valuable functionality for businesses wanting to personalize and monetize digital music, online radio programming and other streaming media through channels ranging from the Internet to cable to satellite," Loudeye CEO John Baker said.


Loudeye plans to offer Addition Systems' technology as a stand-alone product or as a component of its own suite of digital media products.


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