AdWeek: DoubleClick to Acquire SmartPath

Burnett: juicy client

DoubleClick said it would buy SmartPath, a cross-media marketing campaign management tool firm. The firm's main client is Leo Burnett, the huge agency that recently announced it would standardize on DoubleClick's serving applications. The purchase indicates either a far-reaching integration agreement between DoubleClick and the ad giant, or a continuing attempt by DoubleClick to consolidate the market to prevent firms like Leo Burnett from jumping to competitive options.

DoubleClick said it plans on offering the marketing management services from SmartPath's Morrisville, NC location, where it will add staff.