Vio Worldwide Acquires AP AdSend Assets

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By: Jim Rosenberg

Vio Worldwide, the digital supply chain company headquartered in the U.K. and with offices in Roseland, N.J., has acquired from The Associated Press the assets of AP AdSend, the online advertising delivery and management division.

AdSend ‘s one-stop, Web-based service allows advertisers and agencies to manage their creative content and deliver hundreds of thousands of ads to thousands of publications and printers.

“There are over 3600 newpapers that are served by AdSend, and there are hundreds of advertisers that served by the system,” AP AdSend Business Development Director Paul Caluori told E&P.

On-and-off business-development discussions with Vio dating from late 2005 “evolved” over the months, but “they really weren’t acquisition discussions until 2006,” said Caluori, who gave no purchase price and referred inquiries to Vio.

Vio Executive Vice President Alan Darling said his company would not disclose terms of the sale. Darling said Vio was pleased to acquire AdSend’s client base and to be able to “put our value-added tools in the hands of the ad senders. That will allow them to send in better and cleaner ads to the newspaperw we serve.”

“AdSend brings Vio huge U.S. distribution,” Vio Chief Executive Rick Dool said in a statement announcing the acquisition. Dool called AdSend “a perfect fit” with Vio’s solutions for automating electronic ad submission and its Ad Portals for publishers to receive ads.

Part of $400 million publicly-traded Leo Capital PLC, Vio Worldwide has hundreds of publishers, ad agencies, prepress houses and printers among its customers.

Vio and the AP are major participants in the AdsML XML specification consortium, which has worked up a standard to enable communication among different systems throughout the advertising supply chain.

In the acquisition announcement, Darling predicted that “combining digital insertion orders with Vio’s leading ad fulfilment technology and the huge volume of advertising going through AdSend, will deliver major efficiency gains to the whole print advertising industry.”

Joy Jones, business operations vice president for AP’s Global Newspaper Markets division, said in a statement, “We see this asset sale as a great way to build on AdSend’s history by integrating services that simplify the entire print advertising chain, from ad-building through publication.”

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