DoubleClick has purchased rich media ad firm Tangozebra for £15m, and plans to merge both firms’ European activities.
Tangozebra’s majority shareholder Media Square seems to have been behind the sale, in what looks like a debt-reducing move. Media Square will bag more than £11m from the divestment, which will lower its debt to less than £20m.
The new owner will integrate Tangozebra’s tools with its own to help clients manage a range of ad formats.
The acquisition will help DoubleClick strengthen its hand in Europe. The enlarged company will have a headcount of around 250 across Europe, The Middle East and Africa.
Tangozebra's recorded a pre-tax profit of £244,000 for the year to 28 February 2006.
Chris Lake is Director of Product Development at Econsultancy, an entrepreneur and a long-term internet fiend. Follow him on Twitter, Google+ or connect via Linkedin.
Recommended reports
Online Advertising Survey
The Online Advertising Survey Report, produced in association with the Rubicon Project, is a useful overview of the online display advertising environment. It contains information about spending trends, the use of ad networks, types of targeting and use of data. The research also examines the impact of real-time bidding and the increasingly important role played by online advertising exchanges, demand-side platforms (DSPs) and trading desks.
Online Advertising Networks Buyer's Guide 2009
This guide is relevant for publishers, advertisers and agencies, with profiles of 23 leading online advertising networks, the latest trends in digital display advertising and tips for buyers. A UK focus but relevant globally.
Reader comments (0):
Add your own
Enter your comment below