24/7 Real Media (www.247realmedia.com), an interactive marketing and technology company, announced on August 19 its purchase of Decide Interactive (www.decideinteractive.com), one of the world's leading paid search marketing providers, for $26 million in cash and stock.
The technology 24/7 acquired, called Decide DNA, is an application service software that enables, measures and optimises keyword-qualified traffic from Decide Interactive's search engine partners and allows marketers to manage thousands of keyword campaigns across search engines like Yahoo, Overture, Google, FindWhat and Espotting. Decide DNA also works with Overture's paid inclusion customers to help them generate and optimize XML feeds.
Apart from paid search bid management tools and paid inclusion technology, the acquisition also gives the U.S.-based company a bigger presence in the Asia-Pacific region. Australia-based Decide Interactive will begin offering other 24/7 Real Media technology and services to clients in Australia, while 24/7's U.S. and European offices will add Decide capabilities to their sales pitches.
