Hachette Buys Ad Network

NEW YORK In a further blurring of the line of publisher and agency, Hachette Filipacchi said it has reached a deal to acquire Jumpstart Automotive, an auto-focused ad network.

After the deal is completed, Jumpstart, based in San Francisco, will take over digital ad sales for the publisher’s stable of auto-related properties, Car and Driver, Road & Track and Cycle World. Jumpstart will continue to operate its network that places automotive ads on other sites, including NADAguides.com, Vehix and JD Power Autos. It also uses behavioral targeting to find in-market car buyers who have visited auto sites and serve them with ads elsewhere on the Web.

Hachette Filipacchi agreed to pay $84 million for Jumpstart, with a $26 million earnout provision based on the operation’s business performance through 2010.

The acquisition is another step by publishers to offer agency services to their advertisers. Meredith in January bought interactive agency Genex and buzz-monitoring and generation service New Media Strategies in an effort to offer its advertisers more services.

“With the acquisition of Jumpstart, Hachette can now serve the full purchase cycle for the consumer,” Jack Kliger, CEO of Hachette Filipacchi Media U.S., said in a statement. “The key to future success in the automotive marketplace is to be able to effectively serve the consumer’s buying process from the beginning to the end.”

The automotive category is a leading online advertiser, accounting for about 15 percent of all Web ad spending, according to eMarketer.