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24/7 Media Acquires Intelligent Interactions

Ad network 24/7 Media Inc. in New York City said it is acquiring Intelligent Interactions Corp., a developer of database marketing technology, in an all-stock deal.

Intelligent Interactions' products enable online advertisers, Web sites, and e-commerce merchants to conduct database marketing campaigns using online and offline data for personalization and targeting.

The deal (financial specifics were not disclosed) will allow ad network 24/7 Media to offer advertisers and direct marketers the ability to deliver advertisements and promotions "targeted with a level of specificity never before available on such a broad scale," the company said.

"It's not often a single acquisition brings a company powerful new tools and capabilities, talented executives, and a roster of top-tier clients," said David J. Moore, CEO of 24/7. "This move will enable us to provide the most effective one-to-one marketing solution available on the Web."

Intelligent Interactions' flagship product, Adfinity, based on the company's Intelligent Programming Engine (IPE), enables advertisers and Web sites to target and deliver ads to specific audience segments using demographic profiles, third party, and lifestyle database information. Adfinity customers include Web publishers The Motley Fool, Mecklermedia's Internet.com, eDrive, NetChannel, Interactive Sports, and RealNetworks.

Intelligent Interactions' e-commerce product, dbCommerce, combines database- marketing techniques with customer transaction, third party, and lifestyle databases to deliver personalized promotions and catalogs to distinct customer segments or individual customers. dbCommerce is being sold in conjunction with Open Market and IBM e-commerce solutions.

As a result of the acquisition, Intelligent Interactions' management team will join 24/7 Media. Yale Brown, CEO and co-founder, will become executive vice president of operations at 24/7 Media. Matthew Walker, co-founder and senior vice president of technology, will assume the role of senior vice president and chief technology officer.

Intelligent Interactions will continue to operate independently, supporting Adfinity and dbCommerce from its headquarters in Alexandria, VA, while expanding its operations in New York City, 24/7 said.