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Advertising - Monday, December 21, 2009

Ad Tech's EyeWonder Sells To Limelight Networks For $110M

Content delivery platform Limelight Networks has acquired ad platform EyeWonder for $110M. Atlanta-based EyeWonder, which as seen success with its ad formats, helps interactive agencies and content publishers create, build, track and optimize rich media and interactive video advertising campaigns.

EyeWonder reported 2008 revenues increased 67% from the previous year, but had expected slower revenue growth in 2009 blaming the recession. The company has been a fairly distant rival to PointRoll and Doubleclick in rich media advertising.

Founded in 1999, EyeWonder has been a pioneer in rich media ads. Among EyeWonder's product offerings are a homepage takeover ad - "Page Morph" - that made it appear that the original web page was being actively pushed aside by the full-screen online ad sequence. The company said PageMorph helped hold readers on a page for up to a minute.

Limelight recently acquired video ad insertion firm Kiptronic in May for an estimated $12M.

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