Atlas DMT Buys Commercial Search Specialist

NEW YORK Atlas DMT, the advertising technology division of aQuantive, today said that it has acquired Go Toast, a company that provides paid-search management and optimization tools.

Go Toast, a privately held company that estimates 2003 revenue at $3-4 million, lets advertisers manage keywords and search-engine marketing campaigns simultaneously across all major paid-search engines, like Google, FindWhat.com and Yahoo!’s Overture. The company’s tools will be integrated into the Atlas Digital Marketing Suite to create a central reporting and analytics platform.

The 2-year-old, Denver-based company will retain its name and operate as a part of Atlas DMT. Go Toast founders, chief executive officer Dave Carlson and chief technology officer Frank Watervoort, will continue to lead the operation as president and vice president of technology, respectively.

Terms of the cash and stock transaction were not disclosed, though an aQuantive representative said a portion of the cash deal is dependent on future Go Toast revenues. Aquantive plans to divulge more details during its fourth-quarter earnings call in late January.

The purchase is meant to strengthen Atlas DMT’s commitment to commercial search, a burgeoning segment that is projected to grow from about $2 billion by year-end 2003 to $5 billion by 2006, according to Piper Jaffray.

“Search has always been a central component of our digital marketing offerings. This segment, however, has emerged in importance and become increasingly sophisticated,” said aQuantive president and CEO Brian McAndrews in a statement.