TradeDoubler acquires a contextual advertising start-up
Netimperative reports today that TradeDoubler has acquired Advertigo, a company founded last year that has reportedly developed contextual & pay per call advertising platforms.
It will be interesting to see how TradeDoubler integrates the technology/service offerings from Advertigo into its programs, and what kind of value such integration will offer to the merchants and publishers. Is Advertigo’s technology really so powerful so as to be able to create a dent in a market that, at least on the face of it, does not seem to offer any room for displacing the couple of well-entrenched, powerful players? If the answer is yes, then the acquisition could well be a steal at the reported purchase price of about £740,000.
Anyway, TradeDoubler is probably flush with cash to fund such acquisitions, having gone public towards the end of last year. We expected some major mergers and acquisitions and some kind of consolidation in the pay-for-performance marketing area this year. While this one is not really big, it may well be the beginning of many more such announcements.
