As part of the deal, 24/7 Media will retain all assets not associated with the intellectual property of Sabela, which provides ad serving, tracking and analysis and was acquired by 24/7 in January 2000. Based in Sydney, Australia, the company has more than 150 clients.
Initially, 24/7 Media will continue to support Sabela's ad serving clients, but DoubleClick eventually will offer those clients the option of using its DART (Dynamic Advertising Reporting and Targeting) system or its AdServer platform. -- Adrienne Mand
Copyright May 2001, Crain Communications Inc.