NEW YORK DoubleClick today completed its acquisition of SmartPath, a provider of marketing resource management software that enables advertisers to plan and develop campaigns and budgets across all media channels.
Financial terms of the all-cash deal were undisclosed.
SmartPath's software is designed to help marketers and their agencies control operational aspects of marketing, including strategic planning, project management, work flow, documents and financial data. The acquisition will add campaign planning and management tools to DoubleClick's execution, analytics and optimization offerings.
The New York-based online ad technology company said it intends to sell SmartPath's software both as a standalone product and starting in June, as a part of DoubleClick Ensemble, a tool that allows direct marketers and agencies to plan and execute their acquisition and retention programs from desktop computers.
DoubleClick said it would base its marketing resource management capabilities in Morrisville, N.C., where SmartPath is located, and expects to add personnel there over the next year.
Customers of SmartPath include marketers such as GlaxoSmithKline, Victoria's Secret and National Geographic Society and agencies like Publicis Group's Leo Burnett and Interpublic Group's Carmichael Lynch.