ValueClick, Inc., a provider of performance based advertising solutions signed a merger agreement with Mediaplex, Inc., a provider of technology solutions for marketers and advertisers.
The merger
will enable both companies to complete their respective digital advertising product and service offerings by providing both publisher and advertiser technology solutions.
According to the
announcement, Mediaplex's MOJO proprietary real-time ad serving and e-CRM (Customer Relationship Management) technology, combined with ValueClick's publisher side Dynamo ad serving solution, will
allow each company to leverage their technologies across a broader client base. Also, company officials say, at the close of the transaction the combined company will have significant financial
strength with expected cash balances of over $150 million.