Mediacorp in takeover talks

Mediacorp, the owner of digital ad network Eyeconomy, is in takeover talks following bids from “more than one” undisclosed interested parties.

The company revealed it was in discussions this morning (March 20), just three months after it backed away from a deal to acquire rival independent Ad Network which subsequently went into administration.

Further consolidation in the online ad network sector was predicted for 2009 in response to the recession, following a number of acquisitions in 2008 which saw Specific Media purchased by Adviva in March and Fox Networks acquire a majority stake in video ad network Utarget in April.

Eyeconomy itself merged with Not Another Sales House (NASH) a year ago. It recently announced it had won Express Newspapers exclusive online sales account for its newspapers and its Star and OK magazines

The company has specialised in online video advertising, a sector which received a boost earlier this month when Culture Secretary Andy Burnham gave the green light for product placement to continue in online video content but not TV.

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