DoubleClick Offers $12.9 Million for U.K. Software Co. Protagona
DoubleClick has made an offer to buy marketing-automation software company Protagona plc, for about $12.9 million.
The deal is conditional on the approval of Protagona’s board of directors. It is also conditional on the board refusing to approve Protagona’s acquiring a third company, Swetenhams Marketing Services Ltd.
Birmingham, England-based Protagona’s campaign management software enables marketers to tie together customer and promotional data to develop campaigns across channels.
The acquisition would provide DoubleClick with a new capability. Currently, the New York-based Web advertiser only offers decision-support software for single channels, including e-mail and online marketing, and for catalogs through Abacus. The cross-channel nature of Protagona’s software also includes call centers–a channel DoubleClick has not yet ventured into.
Would Protagona be relocated to New York? Let’s wait until the deal is finalized, said David Rosenblatt, president of DoubleClick. “We haven’t yet put together our integration plan.”
