Two years after Limelight Networks (NSDQ: LLNW) bought interactive ad shop EyeWonder for up to $110 million, the content management company is unloading it to ad agency services firm DG (fka DG Fastchannel) for just $66 million.
At the time of the agreement in Dec. 2009, Limelight paid $62 million to EyeWonder in cash to acquire it. The $110 million figure was allowed to be adjusted, depending on EyeWonder’s financial condition at the time of the deal’s closing.
The timing of this latest deal for EyeWonder comes as DG feels increasingly acquisitive. In June, DG purchased online/offline media buying tool MediaMind Technologies for $517 million, though some MediaMind shareholders objected.
Essentially, DG sees EyeWonder as a complement to its other units, including Unicast as well as MediaMind, as a further tool designed to help it capitalize on the increasing seamless quality of TV advertising and online video. DG expects EyeWonder to generate revenues of approximately $36 million to $37 million for full year 2011. Release