NEW YORK (AdAge.com) -- The acquisition saga of digital marketing solutions company Real Media finally ended in unexpected fashion Wednesday when the PubliGroupe unit was sold to 24/7 Media for $1.9 million.

The new company will be called 24/7 Real Media.

Two deals

The fate of Real Media had been up in the air for weeks, and at one point the company was close to two deals in which its ad sales network would be sold to Interep online unit Interep Interactive, and the technology assets would be sold to DoubleClick.

Executives familiar with the negotiations said that

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those deals began to founder when DoubleClick's purchased the technology assets of yet another competitor, L90.

Wanted higher price

PubliGroupe executives were then said to want a higher price for the Real Media technology assets.

Real Media CEO Walter Annasohn will be leaving the company.