IgnitionOne, which provides digital marketing technology, has made a UK acquisition with the purchase of advert space vendors AdJug.

IgnitionOne, which provides digital marketing technology, has made a UK acquisition with the purchase of advert space vendors AdJug.

As part of the deal the two businesses will integrate technologies, into IgnitionOne’s Digital Marketing Suite, to provide services which are aimed at simplifying the buying, targeting and measurement of online advertising.

According to a report by PwC, in 2010 online advertising reached $4 billion, a 25 per cent share of all advertisement costs in the UK.

Will Margiloff, chief executive officer of IgnitionOne, says that although the online advert market is ‘overcrowded’ with complicated and overlapping technologies the transaction will simplify digital marketing for agencies and brands.

He adds: ‘With AdJug on board, we can further realise our ambition for the Digital Marketing Suite to be the leading advertising technology platform.’

IgnitionOne reports that it currently serves three billion ad impressions a month to 67 million unique users. It has clients including General Motors, Chico’s and Fiat.

The company, which has offices in six countries including the UK and US, was formed through the integration of SearchIgnite and Netmining earlier in 2011.

Tomorrow Focus, a European internet business, will retain a 20 per cent share in London-headquartered AdJug. Co-founders of AdJug, Michael Stephanblome and Satish Jayakumar will join IgnitionOne’s executive team as part of the deal.

Stephanblome was previously managing director of online marketplace Gumtree.com and has run marketing for eBay.

Financial details of the deal were undisclosed.