The two companies will combine their activities in Europe, as their rich media solutions and ad-serving platform products are integrated. The combined team will grow to more than 250 staff, servicing clients across EMEA.
Double Click will continue to support users of the Tangozebra rich media end emerging technology products. This includes clients using Tangozebra in conjunction with competitive third party ad servers.
Tangozebra managing director James Booth will head DoubleClick’s rich media business in EMEA and report to Ben Regensburger, president DoubleClick International.
Booth commented: “Joining forces gives us the unique opportunity to realise our ideas rapidly across a variety of scalable, digital delivery platforms and a diverse set of industry leaders through DoubleClick’s longstanding partners.”
Tangozebra was formerly owned by Media Square. CEO Jeremy Middleton said of the sale: “As a leading technology business [DoubleClick] is far better equipped to invest in and build on the Tangozebra offering.”