By: Ann M. Mack (
Adweek IQ) 24/7 Real Media said that it has acquired Decide Interactive, an Australian provider of paid-search management and optimization technology and services, in a transaction valued at up to $33.5 million.
The deal calls for 24/7 to dole out $15 million in cash and 4.5 million shares, worth $11 million, to Decide. The terms also include an earn-out payment of up to $7.5 million that will go to former Decide shareholders based on the financial performance of the newly acquired business through the end of 2005.
The purchase is meant to bolster 24/7's search-marketing technology capabilities and paid-search marketing services, as well as its presence in North America, Europe and the Pacific Rim region.
Keith Lambert, CEO at Sydney-based Decide, becomes president of 24/7's Australian operations and senior vice president of global search solutions.
Decide's DNA technology helps marketers manage keyword and content-based campaigns across all major international search engines, including Yahoo!, Google, and FindWhat.com. The 5-year-old company's customers include Walmart.com, Citysearch Australia, Hotwire and Aegis Group's Carat Interactive.
24/7 said it anticipates that Decide's operations will generate more than $3 million in revenue for the New York-based online advertising and technology company in the fourth quarter. The new asset is not expected to affect 24/7's pro forma operating income per share throughout 2005, the company said.
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