• by Wendy Davis  @wendyndavis, March 1, 2005

In another possible sign of consolidation in the rich media world, PointRoll--known for its expandable ad banner format--recently asked merger and acquisition specialists The Jordan, Edmiston Group, Inc. to field offers for the company, based outside Philadelphia. Fellow rich media companies Unicast and Viewpoint recently merged, in a deal that closed Jan. 3.

Tolman Geffs, the Jordan, Edmiston managing director handling PointRoll, said the company's managers hope to become bigger players in the rich media world. "They know that the leader's not going to be a boutique in Philadelphia, but an established company," Geffs said.

He said numerous players have so far made "serious overtures" for the company, which boasts a network of advertising agencies and marketers using its expandable banners--ads that expand automatically when a user rolls a mouse over them.

PointRoll Chief Operating Officer Chris Saridakis, who came from DoubleClick in 2003, said PointRoll asked Jordan, Edmiston to prepare a book about two months ago. He said the move was in response to inquiries from potential buyers.

Addenda:

Tolman Geffs, managing director of Jordan, Edmiston told OnlineMediaDaily that PointRoll knows that, in the long run, the leader in the industry won't be a boutique in Philadelphia. Jordan, Edmiston believes PointRoll is currently a rich media leader.