IQ News: Widening Its Scope, AppNet Acquires i33

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In one of the first consolidations of the new year, interactive agency i33 communications, New York, has been acquired by AppNet Systems, an e-commerce solutions company based in Bethesda, Md. Terms were undisclosed.
I33, which develops Web sites and makes AdMaximize, a closed-loop return-on-investment tracking service, was founded in 1995 and employs about 60 people. Its clients include BBDO, Ralston Purina and Sony Electronics. The company will retain its name.
Drew Rayman, president of i33, said that in 1998 the company was approached by “probably every major roll-up” of interactive agencies but waited for a deal with a firm that did not have competing services.
“The way we looked at it, there were these companies that were merging these crappy, unprofitable interactive agencies together,” Rayman said.





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