24/7 Real Media buys Web analytics firm

By Stefanie Olsen
Staff Writer, CNET News

New York-based 24/7 Real Media, a Web advertising technology company, said Wednesday that it bought Insight First, a Web analytics company also based in New York. Financial terms of the deal were not disclosed.

With the acquisition, 24/7 Real plans to merge its ad delivery technology, Open AdStream, with analysis data on the effectiveness of marketing campaigns from Insight, whose customers include MTV and Nickelodeon. "Combined with our existing products...we can help advertisers better understand and more effectively target their best Web customers," David J. Moore, 24/7 Real's CEO, said in a statement. Insight First CEO Tony Schmitz will join 24/7 as its chief technology officer.

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