The agreement calls for 24/7 Media to handle interactive marketing for all of the idealab! companies, which include eToys, CarsDirect.com, Cooking.com, eve.com, and WeddingChannel.com. The alliance grew from 24/7 Media’s relationship with two idealab! portfolio companies — GoTo.com and NetZero.
The deal — a big coup for 24/7 Media — gives the company the chance to flex its newly-acquired muscles, as well as the services it has developed in-house. The company in recent months has picked up several companies which have allowed it to expand its array of services. In February it agreed to buy e-mail marketer Exactis.com and promotions company AwardTrack. Most recently it launched 24/7 Connect, an ad serving system bolstered by the technology of acquisition Sabela Media.
“24/7 Media is extremely excited to offer its end-to-end suite of interactive marketing solutions to idealab!’s network of Internet businesses,” said David Moore, chief executive officer and president of 24/7 Media.
“The inclusion of these highly desirable properties greatly strengthens several of our verticals, moving them to the top of every e-marketer’s list.”