Digital advertising technology and services provider DoubleClick has bought online video delivery and management solutions provider Klipmart and will integrate the company's technology with the DART Motif rich media platform, bringing DoubleClick closer to becoming an end-to-end rich media advertising solution provider, writes ClickZ. The financial terms of the deal were not disclosed. DoubleClick also said it would soon launch an "Innovation Lab" to take video to multiple digital platforms. Klipmart's products will also continue to be offered independently of DART.

In their announcement, the companies said media agencies would benefit from a combined source of technology, service and reporting, and creative agencies would continue to benefit from "the video advertising innovation and campaign flexibility from Klipmart's full-serve customer service and quality assurance, backed by DoubleClick's operational reliability, global reach, scalability and technology infrastructure."

Klipmart CEO Chris Young will become EVP of rich media for DoubleClick and report directly to CEO David Rosenblatt. Klipmart cofounders Tristan Amzallag and Maria Klink will join DoubleClick's product management and service teams.

"Klipmart has a superb reputation of creative video innovation and service," said Rosenblatt. "Combining these strengths with DoubleClick's industry leadership, insight and global ad management platform will truly accelerate industry innovation in digital video and emerging advertising formats."