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NEW YORK — DoubleClick said Monday that it has completed its acquisition of Protagona, a British marketing software company. Terms of the deal called for the New York-based online ad technology company to pay out about $0.037 per Protagona share, valuing Protagona at $12.9 million.
DoubleClick announced its plans to purchase Protagona last month [IQ Daily Briefing, Sept. 17].
In the short term, DoubleClick said it will continue to sell Protagona’s campaign management software as a stand-alone product that enables marketers to streamline their marketing activities and manage communications from a single portal.
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