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ValueClick buys Mediaplex for $43.9 million

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Westlake Village, Calif.--ValueClick Inc., a developer of performance-based advertising software, has completed its acquisition of San Francisco-based Mediaplex Inc., a digital messaging company, for $43.9 million.The deal, announced in July, gives ValueClick access to Mediaplex's roster of b-to-b Fortune 500 clients, including Wells Fargo & Co. and Motorola Corp. The Mediaplex brand is being dropped, and corporate headquarters will be in Westlake Village. The merged company's businesses include advertising and customer relationship management software, as well as offline advertising.The deal marks ValueClick's second big acquisition in the past year. Last November, it bought Fremont, Calif.-based ClickAgents.com Inc., an online marketing software company. Through acquisitions, ValueClick is attempting to carve out a space as an Internet-centric platform developer and consultancy that can also integrate offline ad campaigns. Mediaplex brings an application service provider-focused software line to ValueClick.ValueClick's other b-to-b clients include British Airways plc, Hyatt Corp., Ziff-Davis Inc., GlaxoSmithKline plc and Citigroup. In the past two years, it has set up offices in Canada, the U.K., Germany, Japan and France.

--Philip B. Clark

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