DG MediaMind Grabs EyeWonder

By Carla Rover • August 30, 2011 •

The ad technology company DG MediaMind said on Tuesday it is acquiring EyeWonder, a video and rich media advertising firm for approximately $66 million in cash.

That deal marks the continuation of consolidation of the rich media space. Back in June, the company DG FastChannel acquired MediaMind and launched a joint digital advertising platform managed by DG and MediaMind. MediaMind was previously known as Eyeblaster, a pioneer in rich media. Meanwhile, FastChannel had previously snatched up the rich-media Unicast in 2008.

EyeWonder plays in a similar space with MediaMind and Unicast; it claims to have served over 3.5 billion targeted impressions in the last quarter.

According to DG MediaMind gm and founder Gal Trifon, these moves are part of a long-term strategy for the company to position itself for a future when TV and the Web intersect.

“If you ask me about the future of digital media, I’ll tell you about convergence,” he said. “As consumers access information across multiple screens, advertisers who are now operating in complete silos will benefit from having systems, like ours, which will allow them to communicate with consumers across these channels.”

And across the world. Cementing DG as a leader beyond the U.S. was another motivation for the consolidation, said president and COO Neil Nguyen. “To fulfill our vision of converging TV and online media, we require a strong global position in online advertising.”

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