Continuing to gobble up Internet advertising companies, CMGI Inc.’s Engage Technologies said it will acquire AdKnowledge, a provider of Web
marketing management solutions, in a stock deal valued at approximately $193
million.
On Monday of this week, CMGI announced a deal to acquire ad serving company AdForce in a $500 million stock deal.
The moves bolster a CMGI Internet advertising arsenal that already includes
ad network Adsmart and measurement firm I/PRO.
“AdKnowledge and Engage are uniquely complementary and share the same
objective — to improve the effectiveness of online marketing,” said Scott
Kauffman, CEO of AdKnowledge.
“Integrating Engage’s consumer profile data and
profiling technologies into the AdKnowledge System will create the industry’s
most comprehensive suite of tools for marketers and agencies.”
CMGI said the combination of Engage, AdKnowledge and Engage’s I/PRO
products and services will position Engage as a “leading provider of data
analysis to marketers and agencies.”
CMGI will initially acquire control of AdKnowledge through the issuance of
approximately $170 million of CMGI common stock, followed by a contribution
of AdKnowledge shares held by CMGI and AdKnowledge shareholders to Engage in
exchange for approximately $193 million of Engage common stock.
AdKnowledge,
which is privately held, will become a wholly owned subsidiary of Engage.
AdKnowledge clients include SportsLine, eBay, eToys and agencies Organic and
i-Traffic.
“We are excited about the opportunity to add value to these relationships by
incorporating profile based ad targeting into AdKnowledge’s extensive
services,” said Paul Schaut, president and CEO of Engage.
