London - DoubleClick, a provider of digital advertising technology and services, announced that it has acquired Tangozebra, a London-based provider of online ad technology in Europe, for about $30 million.

New York-based DoubleClick said Tangozebra will provide development capability for emerging technologies like podcasting and in-game advertising, high-end creative services and production, and research tools for campaign effectiveness.

The companies will merge their rich media advertising activities in Europe.

Tangozebra managing director James Booth, who co-founded the company in 1996 with James Barrs, will head DoubleClick's rich media business in Europe, the Middle East and Africa.

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http://www.doubleclick.com

http://www.tangozebra.com