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Datran Media acquires ad-serving firm Chintano

Datran Media has acquired online advertising technology firm Chintano, which specializes in contextual and behavioral ad serving, to integrate with its Exchange Online platform.

The acquisition and integration of the Chintano technology within Datran Media’s Exchange Online platform,áEO.com,áextends the platformábeyond the e-mail channel to all online display advertisers and publishers. Financial terms of the transaction were not disclosed.

“The goal of the acquisition is to really build out the opportunity of EO to open itself up to support both e-mail and display advertisers and publishers in one place,” said Sean O’Neal, chief revenue officer at Datran Media. “We’ve had a lot of demand for this type of offering. Every one of our top level partners was asking for this, so it seemed to make sense.”

In April, Datran Media launched EO.com a real-time market exchange that lets advertisers bid for cost-per-acquisition media. The integration of Chintano’s technology on EO.com will let any companies manage online media campaigns across both display and e-mail.

“The goal is to leverage the two most commonly used applications on the Web, the Web browser and the Inbox,” O’Neal added.

Chintano CEO Ramesh Haridas has joined Datran Media as vice president of ad serving in the company’s New York headquarters, and chief technology officer Geoff Simons has joined as targeting software architect in the Reston, Virginia office. The remainder of Chintano’s team has also become a part of Datran Media.

Datran Media also announced that former BlackFoot CEO and former DoubleClick executive Scott Knoll has joined the company as senior vice president and general manager. Mr. Knoll will be focused on expanding EO.com.

Mr. Knoll has more than 18 years of experience in technology and advertising, including six years at DoubleClick Inc., where he oversaw the launch and development of the DoubleClick ad network in nine countries. During his tenure at DoubleClick, Mr. Knoll also held several senior roles, including vice president and general manager of marketing solutions, managing director DoubleClick Asia Pacific and vice president of operations.

Mr. Knoll also co-founded and served as CEO of data services company Verified Person and held management roles at Time Warner Inc. and Andersen Consulting.

“Scott Knoll has been brought on board to help round out the team and expand the EO.com platform,” O’Neal remarked. “His background in technology and advertising and especially his time at DoubleClick made him the perfect match.”

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