• by August 8, 2007

Email marketing specialist Datran Media has expanded its four-month-old EO.com (Exchange Online) cost-per-acquisition exchange into banner ads as well, with today's acquisition of ad-serving company Chintano. Datran has also announced the hiring of longtime DoubleClick executive Scott Knoll as senior vice president and general manager.

The purchase of Chintano and its contextual and behavioral serving technology gives EO.com the first platform that includes both display and email advertising, Datran said, noting that Chintano's technology has been serving billions of contextual ads monthly. Financial terms of the transaction were not disclosed.

Knoll, a longtime DoubleClick executive, was most recently CEO of ad analytics provider BlackFoot, which was acquired by MediaBank last month. He will focus on expanding EO.com to maximize the value it delivers to online display advertisers and publishers, Datran said.

As part of the Chintano acquisition, Chintano chief executive officer Ramesh Haridas has joined Datran Media as vice president of ad serving in the company's New York headquarters, and Chintano's chief technology officer Geoff Simons has joined as targeting software architect in its Reston, VA office. The remainder of Chintano's team has also become part of Datran Media.