Experian, Orange, Calif., has acquired e-mail campaign system Exactis from ad network 24/7 Media, New York, for $13.5 million in cash.
Experian will combine its direct marketing tools with Exactis' e-mail solutions, including subscription management, personalized content, click-through tracking, open mail tracking, client format sensing, Web-based reporting and verified opt-in addresses. Experian will continue the permission-based e-mail delivery policies of Exactis, which will remain located in Denver, Colo.
"With the sale of Exactis, 24/7 Media has achieved two major objectives, which are to improve the company's cash position and to refocus our attention onto the company's core competencies, network ad sales, e-mail list management and brokerage, ad serving and search engine optimization," said David J. Moore, CEO of 24/7 Media.
24/7 sold the technology assets of ad serving and management company Sabela Media to DoubleClick earlier this month.