DoubleClick to Acquire SmartPath

NEW YORK DoubleClick said today that it plans to buy 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. The transaction, which is expected to close within the next several weeks, is subject to certain closing conditions.

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 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 Target, Victoria’s Secret and Novartis and agencies like Publicis Group’s Leo Burnett and Interpublic Group’s Carmichael Lynch.