MUMBAI : ValueClick is buying dynamic display ad optimisation firm Dotomi for $295 million.
Approximately 55 per cent will be paid in cash and 45 per cent in stocks.
This transaction has been approved by the board of directors of each respective company and the majority of stockholders of Dotomi.
ValueClick anticipates the acquisition will close near the end of August, subject to customary closing conditions and regulatory approvals.
John Giuliani will continue to lead Dotomi and will report directly to ValueClick chief executive officer James Zarley. Additionally, Giuliani will be nominated to join ValueClick‘s board of directors.
For calendar year 2011, Dotomi expects to generate over $80 million in revenue.
Dotomi‘s strong focus on retail advertisers is an area ValueClick would be particularly interested in. ValueClick had launched goCart platform, a dynamic display ad system that retargets consumers with precise suggestions and features ad units that act as shopping helpers, asking questions about which product features are vital to them.
Zarley, "Together with ValueClick‘s portfolio of products, we will be in a position to meet the needs of marketers with a single relationship that will create marketing and analytic consistency. Our combined scale and expertise should accelerate their adoption of digital media."
Several dynamic display ad companies have already been bought out by major players. Google bought Teracent in 2009, while Yahoo snapped up Dapper almost a year later in October 2010.
