IQ News: L90 To Acquire

Looking to enhance its online direct-marketing business, L90, the Santa Monica, Calif.-based Internet advertising platform, has agreed to acquire, a Boise, Idaho-based direct marketer and Internet lottery, for two million in L90 common shares (value: $18.5 million on July 12).
In doing so, L90 joins New York-based 24/7 and DoubleClick, among other online ad platforms, that have recently acquired direct-marketing companies to enhance their client’s e-mail campaigns.
“Direct marketing online is extremely efficient compared to direct marketing in traditional media,” said John Bohan, CEO of L90.
Direct marketing also distinguishes itself from general advertising through targeting select audiences and delivering measured results, say industry analysts.
“It’s effective and intrusive,” said Marissa Gluck, an analyst with New York-based Jupiter Communications. “[Direct marketing] is permission based. The consumers are preselected and self-selected in regards to a particular product or topic.”