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BizReport : Advertising : September 06, 2006


Accipiter buys out BidClix

In a bid to create a unified Accipiter ad platflorm for various digital media, Accipiter has bought out BidClix. BidClix provides bid-for-placement of text ads. These are then targeted based on a site category rather than traditional keywords. Terms of the deal have not been disclosed.

by Kristina Knight

In May the two companies partnered to launch AdMarket. The program used BidClix technology.

"Accipiter has had significant demand from our customer and prospect base for the development of a self-service bid-for-placement system that they could leverage to gain more control over their advertiser relationships," Handly said.

Accipiter had been looking for a comparable bid for placement program for publishers. Publishers told Accipiter, they wanted a program that would give them control of site advertising and allow text ads. In addition, there was the option to back-fill unsold inventory. That partnership that created AdMarket led to the buyout, according to Accipiter’s CEO Brian Handley.

The buyout will help to develop Accipiter’s ad serving platform. The new platform will traffic media across all kinds of technology. Accipiter already serves ads in podcasts, RSS feeds, blogs, streaming audio/video and on mobile platforms.

Link to full buyout story: http://www.clickz.com/showPage.html?page=3623331

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