Seattle—Atlas, the technology business unit of aQuantive Inc., on Monday announced that it has acquired online advertising technology company Accipiter for $30.3 million in cash.
Accipiter sells ad serving technology, including behavioral targeting and rich media products, to Web publishers in more than 20 countries.
“Accipiter’s highly developed ability to maximize publishers’ revenue from both brand and direct response-focused advertisers complements Atlas’s core strength and position among buyers of Internet advertising,” said Karl Siebrecht, president of Atlas, in a news release.
Accipiter was founded in 1996 and had operated independently since 2002. From 1996 to 2002, the company operated under various corporate parents, including CMGI and Engage.