Aegis buys

Independent media group Aegis has bought ad-serving business for $12.5 (£6.25m). Aegis chief executive Robert Lerwill (pictured) describes the acquisition as a “landmark deal”.

Under the agreement, Aegis will buy Bluestreak’s ad-serving platform, which helps advertisers execute campaigns across all internet media through campaign management, optimisation and analysis.

Bluestreak handles all forms of online advertising but specialises in the delivery of rich media. It will be folded into Aegis’ existing Isobar network, which will allow it to offer what it says is the first global reporting analytics across both search and display.

An Aegis spokesman says the Bluestreak system gives advertisers the power to measure activity beyond clicks, monitoring multiple conversion events to help understand how clicks are translating into purchases and revenue. The company was established in 1999 and has operations in the US, UK, France and Germany.

Lerwill adds of the deal: “Its strategic significance over time will become clear.” Aegis also owns media planning and buying networks Carat and Vizeum.

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