Unicast Acquires Enliven

NEW YORK — Consolidation continued in the interactive sector Monday as Unicast acquired Enliven, a seven-year-old rich-media ad company.

Financial terms of the deal were not disclosed.

The purchase is meant to bolster Unicast’s campaign management capabilities with Enliven’s tracking and measurement tools. “It will add more to our arsenal,” said Unicast svp of global marketing and partner services Allie Savarino, adding that the tools will help advertisers “consider and evaluate this medium in conjunction with other marketing efforts, across all media.”

Enliven founder and interim CEO Scott Kliger will return to Sage Hill Partners, a venture capital firm that took a stake in the Waltham, Mass.-based company when it spun off from Excite@Home in February 2001. Kliger, a partner of Sage Hill, became interim CEO of Enliven in April 2001. About 10 people, or 50 percent of Enliven’s staff, will join Unicast, while the other half will go to Sage Hill, said Savarino.

Over the next 60 days, Unicast intends to evaluate Enliven’s ad formats to determine marketplace demand for the company’s primarily rich-media banner ad offerings. Savarino stressed that standardization of ad formats remains top priority for Unicast, which develops superstitials, or commercials, for the Web.

In the meantime, Unicast said it will ensure that contracted Enliven campaigns run to completion.