ValueClick Sells ‘Non-Core’ Units For $18 Million

Online ad company ValueClick (NSDQ: VCLK) has decided to unload two of its “non-core” properties, as the company battens down the hatches for a darkening display ad outlook. The company has received a total of $18 million in the sale, AdAge reports, though specific terms weren’t disclosed. ValueClick’s Mediaplex Systems, which provides software solutions for media buying and planning, is now owned by Chicago-based MediaBank. The company was bought by ValueClick in 2001 for $48.9 million. ValueClick is also jettisoning its inkjet e-commerce business, to a purchaser who was not identified. The online ad company has had a more challenging year than most other notable names in the business. Aside from warnings that the display business was trending downward, earlier this year, ValueClick settled a suit brought by the Federal Trade Commission that accused the company of using fraudulent tactics for online lead gen activities.

Update: The official release is out: ValueClick retains the separate Mediaplex online advertising technology solutions marketed under the MOJO brand, which is unrelated to the AdVault suite and a part of ValueClick’s online marketing services portfolio.