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ValueClick Buys Personalized Display Ad Technology Company Dotomi For $295 Million

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Online advertising company ValueClick is on a bit of an acquisition spree. After acquiring mobile ad network Greystripe earlier this year, the company is buying personalized ad technology company Dotomi. The deal is valued at $295 million, consisting of approximately 55 percent in cash and 45 percent in ValueClick common stock. Dotomi will become a subsidiary of publicly traded ValueClick.

Dotomi provides, data-driven, personalized display media for major retailers and travel aggregators. The company works with clients to integrate anonymous data from web visitors into targeting display ads. Dotomi attaches geographic and demographic data to those users, and the company tracks which ads each test user sees and whether a sale ultimately results.

Dotomi manages everything from brand strategy and creative development to message delivery and decisioning. The company, which has worked with over 100 retail brands, is based in Chicago and has 160 employees. In 2011, ValueClick expects for Dotomi to bring in $80 million in revenue.

ValueClick also bought Investopedia from Forbes last year for $42 million.