NEW YORK Digital marketing and technology company aQuantive continued its shopping spree this week, picking up two European assets for its Atlas DMT division for about $3.2 million.
The company said yesterday that it bought TechnologyBrokers, a reseller of Atlas DMT's third-party, ad-serving and ad-campaign management platform, and its sibling, MediaBrokers, an outfit that buys ad inventory from online publishers and sells it to advertisers. Combined, the entities had revenue of about $5 million in 2003.
The acquisitions represent the fourth and fifth additions for aQuantive in the last eight months. The Seattle-based company, which also owns Avenue A and iFrontier, bought Go Toast in December and NetConversions in February, and its $160 million buyout of SBI.Razorfish closed today.
"As a company, aQuantive has been looking for opportunities to broaden our international appeal, so it makes perfect sense for us to bring in-house the company and resources that helped make our technology business a success in Europe," said aQuantive president and CEO Brian McAndrews in a statement.
TechnologyBrokers, the exclusive sales and customer-service partner for Atlas DMT in Europe since 2002, works with agencies such as Aegis Group's Carat and WPP Group's mOne. As part of the deal, TechnologyBrokers will change its brand identity to Atlas Europe.
MediaBrokers is similar to aQuantive's Drivepm business, which helps publishers monetize their unsold media space, and aids agencies and advertisers in reaching customer-acquisition objectives through targeting and campaign optimization.
Both companies are based in the same office in Britain and will continue to be run by their shared managing director, James Aitken, who will report to the Atlas DMT executive team.
The deals also involve undisclosed earnout payments, which will be given to the companies over the next two years based on meeting profitability goals.
As for aQuantive, the company said it expects the TechnologyBrokers and MediaBrokers acquisitions to contribute about $3 million in revenue and $300,000-400,000 in EBITDA, or earnings before interest, taxes, depreciation and amortization, for the remainder of 2004, after certain one-time costs associated with takeover and integration.