Akamai acquires Acerno - CIOL News Reports

Akamai acquires Acerno

Acquisition expected enhance Akamai’s advertising decision solutions

Wednesday, October 22, 2008

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BANGALORE, INDIA: Akamai Technologies, an IT service provider and Acerno, an ad network, announced on Tuesday that the two companies have signed a definitive agreement for Akamai to acquire Acerno in a merger transaction.

The terms of the agreement stated that Akamai would acquire all of the outstanding equity of a holding company that owns Acerno in exchange for approximately $95 million in cash, subject to certain closing adjustments, said a press release.

The acquisition of Acerno is expected to greatly enhance Akamai's advertising decision solutions, a new product line from the company, it said.

The new Akamai solutions would enable online advertising businesses to boost the performance of their online marketing investments by driving smarter advertising decisions based on relevant audience segments, it added.

The company statement reported that the advertising decision solutions are designed to help buyers and sellers of online advertising create attractive audience segments with the necessary scale to achieve better results from campaigns and investments.

Acerno's powerful technology would complement the ability of Akamai's Advertising Decision Solutions to seamlessly incorporate real-time anonymous web browsing information with anonymous online purchasing data from advertisers' websites to present the most relevant ad, it added.

“Akamai's new advertising decision solutions are a critical advancement in our product portfolio, designed to stimulate the economic model of online advertising by bringing greater simplicity and effectiveness to both ad buyers and sellers," said Paul Sagan, president and CEO, Akamai.

"As a trusted and strategic partner to today's leading online retailers, publishers, and advertisers, supporting an estimated $84 billion in e-commerce transactions on our network for U.S. retailers alone, Akamai's goal is to offer the industry's most efficient online advertising solutions, while being a leader in upholding consumer privacy."

He said the company’s investment in developing the Advertising Decision Solutions line over the past two years and acquiring Acerno represent a strategic next step for Akamai.

"Tom Sperry and Dave Hinton, chief operating officer of Acerno, have assembled a first-class team, designed a set of breakthrough services, and built trusted relationships with a valuable set of clients," Sagan added.

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