Doubleclick Completes Protogona Acquisition

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. The company also intends to look for opportunities to integrate Protagona’s product with its own; both companies provide tools to plan, execute and measure multi-channel marketing programs.

DoubleClick stock (DCLK) was trading on the Nasdaq at $7.08 Monday, down six cents. Its 52-week high is $13.88 and its 52-week low is $4.42.