The purchase marks Specific Media's move into the European market. Specific media offers demographic, behavioral, contextual, and geographic ad targeting and has anonymous data on 365 million consumers globally.
Other companies are making acquisitions to push into the U.S. market, including U.K.-based Adconian, which announced last week it is acquiring Las Vegas-based Frontline Direct.
There is a huge amount of merger and acquisition activity in the hot online advertising space. These are tiny compared with Microsoft's $6 billion purchase of Aquantive and Google's $3.1 billion acquisition of DoubleClick, which finally cleared the final regulatory hurdle, in Europe, on Tuesday.