BlueLithium Buys AdRevolver

Ad network BlueLithium announced plans Monday to acquire AdRevolver, an ad serving firm based in Minsk, Belarus. The deal creates an integrated ad network and management firm with a reach across Europe and North America.

Financial terms of the deal weren’t disclosed.

San Jose, Calif.-based BlueLithium previously licensed AdRevolver’s technology for use in its clients’ campaigns. In addition to the standard palette of ad serving and tracking features, AdRevolver offers behavioral targeting, analysis of pre-click impressions and tracking of user preferences. The latter feature is transparent and does not intrude on user privacy, BlueLithium said.

“When using the AdRevolver technology within our global network and seeing the incredible response rates it brought to advertisers, we decided that our best move was to make AdRevolver part of the BlueLithium family,” said BlueLithium CEO Gurbaksh Chahal.

AdRevolver is in the process of moving its offices from Minsk, Belarus, in Eastern Europe, to London, where the market is larger. Some of the staff will also migrate to BlueLithium’s headquarters in San Jose. Separately, BlueLithium has opened new offices in New York and San Francisco, to court advertisers and agencies in those cities.

BlueLithium will retain the AdRevolver brand, and will offer it as a separate feature set under its total suite of offerings. No layoffs or management changes are planned under the deal, which is in its final stages of approval and should close within two weeks, the companies said.