June 15, 2005
DoubleClick Sells Software Unit
DoubleClick, which was acquired back in April by San Francisco-based Hellman & Friedman for $1.1 billion dollars, has begun divvying up its assets.
The New York-based Web advertising technology firm announced that it has sold its enterprise marketing solutions unit to Aprimo. Financial terms were not disclosed.
Upon completion of the sale, Aprimo will acquire DoubleClick's marketing software products, SmartPath and Ensemble.
By moving away from campaign management software, DoubleClick appears to be focusing on its online marketing analytics and ad serving businesses, pending any other moves by its new owners. According to DoubleClick, the sale of its EMS business unit, which is separate from its own recent sale, will be completed in the third quarter of 2005.
