Akamai wants to branch out of the content delivery business. Today it announced an all-cash, $95 million acquisition of acerno, a subsidiary of database marketing firm i-Behavior. Acerno pools purchasing data from online retailers, who then share it among themselves in an aggregate, anonymous way. So if one retailer sees that people who buy pencils also buy sharpeners, when somebody looks at a sharpener on another site it will know to put up an offer for a pencil. This data becomes more valuable as the connections become less obvious.
Akamai will combine acerno’s purchasing data with its own Web browsing data to offer Websites an even more refined way to target ads. It is blending acerno into a newly created data business called Advertising Decision Solutions.
Investors, though, may question what a content delivery network is doing getting into the advertising business. The stock is down 2 percent on the news.
This is a very good idea.
Akamai has so much vertical potential.
They were quite conservative about expanding
Akamai will get more revenue and more valuable.
http://www.oxyshopping.com
Interesting stuff, SO i guess I can say if people exercise they get thirsty so maybe we can sell them something to drink someone will give me 95 Million? Well I guess I just said it then
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Congrats to all the acerno staff!
looks like akamai’s finding the CDN biz is running out of growth/steam…. the redswoop (??) purchase was to fend off the low cost competition..
this is a play to expand in the ad area, in the hopes that growth will come/be generated from this area… might tie in well, with the fact that akam has a reasonable sized sales force, and they need additional products to sell through to the customer base…
Congratulations to all. Very exciting news!
congrats Peter and crew, well deserved
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