Massive competition

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While Massive's reported $200 million to $400 million price tag will not be topped, as it is the biggest player in dynamic advertising, said analysts, some of its competitors could still fetch attractive prices. Pacific Crest Securities analyst Evan Wilson was cautious, saying Massive's reported price tag seemed expensive for an unproven market, although he conceded it would seem more reasonable if the technology was used for Xbox Live and across Microsoft's PC products. Here are some other potential purchase prospects in the space:

1. Double Fusion, headquartered in San Francisco, founded in 2004, recently relocated its headquarters from Jerusalem. Well-connected entertainment and gaming executive Jonathan Nelson is board member and savvy spokesman. Analysts say: "pioneer in the field" and "top-tier player."

2. IGA Worldwide, headquartered in New York. Recently secured $12 million in venture-capital funding and last week appointed Bruce Nelson, vice chairman at Omnicom, and former top Sony entertainment executive Chris Deering to its board. Analysts say: "recent surge" and "global play."

3. Adscape Media, headquartered in San Francisco, founded in 2002. Changed name from BiDamic. Hiring heavy talent including Sony/Mattel/Sega exec Bernard Stolar as chairman of board and Eva Woo, former Levi/LeapFrog exec as VP-marketing. Analysts say: "Smaller player" and "[Execs have] solid credentials."
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