RALEIGH, NC – Accipiter, a privately held, Raleigh-based provider of online advertising technology, has been acquired for $30.3 million by Atlas, a Seattle-based provider of digital marketing technologies and the technologies business unit of its parent company, aQuantive (NASDAQ:AQNT).
Accipiter’s technology supports and delivers ads in a variety of formats, including RSS feeds, podcasts, blogs, photocasts, and streaming audio and video. Founded in 1996, and operating under several parent companies until 2002, the company has operated independently for close to five years. Accipiter services web publishers in more than 20 countries.
“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,” said Karl Siebrecht, president, Atlas.
According to the company, Accipiter’s management team, including co-founder and CEO Brian Handly, are joining Atlas. Atlas has headquarters in Seattle, as well as offices in San Francisco, New York, Denver, and London.
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