Atlas, the technologies business unit of aQuantive Inc. announced it has acquired Accipiter in exchange for cash consideration of $30.3 million.
"Accipiter's highly developed ability to maximize publishers' revenue from both brand and direct response-focused advertisers complements Atlas's core strength and position among buyers of internet advertising. We believe our position with the buy-side -- where media purchasing decisions are made -- coupled with our core strengths in analytics, will enable us to deliver meaningful innovations to market for publishers," says Karl Siebrecht, president, Atlas.
Accipiter was sold for the first time in 1998 for $35 million in stock to publicly held CMG Information Services of Andover, Mass. Since 2002, a group of Accipiter managers has owned the business, reports Reuters.
Brian Handy, CEO and co-founder of Accipiter, will join Atlas as senior vice president.
"Accipiter has a market-leading product satisfying customers in over 20 countries. Joining with Atlas allows us to leverage the resources of a large company to expand our technology, serve our existing clients in new ways, and accelerate our penetration into both domestic and international markets," says Handly.
According to Accipiter, the company's flagship software, AdManager, is used to manage more than 50 billion online ads each month.