ValueClick to acquire display ad firm Dotomi for $295 million

Share this article:

Online marketing services company ValueClick has agreed to acquire display advertising company Dotomi for roughly $295 million in cash and stock, the company said on August 2. The acquisition is expected to close by the end of August. This marks its second acquisition this year.

“Dotomi expands our branded display capabilities and direct advertising relationships and offers significant cross selling synergies with our other divisions,” said ValueClick CEO Jim Zarley, during a conference call on August 2.

Zarley said that Dotomi provides ValueClick with “strategic relationships” with more than 100 advertisers and that ValueClick had been planning to expand its business into real-time dynamic display advertising. Dotomi specializes in the creation and distribution of display ad units that are personalized in accordance with anonymized user data and impression data.

“We've always talked about moving ValueClick from direct response more into branding and video and mobile, and at the very high end of the funnel is the dynamic messaging component that Dotomi has done very well,” said Zarley. He said it would have taken ValueClick years to develop the dynamic display capabilities in-house and scale them to level of Dotomi.

Dotomi CEO John Giuliani will retain his role and will report directly to Zarley. Dotomi will operate as a wholly-owned subsidiary of ValueClick. Dotomi maintains 160 employees, and Zarley said that he expects that base to grow to over 200 employees by the end of the year.

ValueClick also said on April 25 that it had acquired mobile ad network Greystripe. Gary Fuges, VP of corporate development and investor relations at ValueClick, told Direct Marketing News at the time that the Greystripe acquisition would expand ValueClick's brand advertising capabilities.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Video's Going Programmatic, New Study Contends

Video's Going Programmatic, New Study Contends

Some 60% of brands now buy online video programmatically, according to a study from AOL's Adap.TV.

Dollar Growth Rate of Video to Peak This Year

Dollar Growth Rate of Video to Peak This ...

It will increase by 56% to $6 billion, then taper off due to growth in inexpensive mobile placements, says a new study.

Alliance Data Spends $2.3 Billion to Buy Conversant

Alliance Data Spends $2.3 Billion to Buy Conversant

CEO Ed Heffernan says the acquisition "bulks up" the digital marketing power of Alliance and its Epsilon and Loyalty One units.