Goldfinger – an apt surname for one of Israel’s high-tech heroes – founded Dotomi in 2000, soon after America Online acquired his first venture, ICQ, for $407 million.
Dotomi has 180 employees in the US and contracts with 100 prominent online brands.
“Dotomi expands our branded display capabilities and direct advertising relationships and offers significant cross selling synergies with our other divisions,” ValueClick CEO Jim Zarley told Direct Marketing News.
The acquisition is expected to close by the end of August.
Dotomi specializes in the creation and distribution of display ad units that are personalized in accordance with user data and impression data.
“We’ve always talked about moving ValueClick from direct response more into branding and video and mobile, and at the very high end of the funnel is the dynamic messaging component that Dotomi has done very well,” said Zarley. He told Direct Marketing News it would have taken ValueClick years to develop the dynamic display capabilities in-house and scale them to level of Dotomi.