WebTrends Inc., the market leader for Web analytics and marketing performance management solutions, announced its acquisition of ClickShift, an innovator in online advertising optimization. The acquisition brings leading edge technology and deep industry expertise to WebTrends, with ClickShift employees joining the company including its MIT-educated core development team and co-founders, John Rodkin and Leo Chang. Rodkin and Chang, who previously founded Flyswat, subsequently acquired by NBCi, will continue to lead the team out of its current San Bruno, Calif. facility. Financial details of the transaction were not disclosed.

The acquisition will strengthen the company's existing product family, WebTrends Marketing Lab, with the addition of WebTrends Dynamic Search.

"From day one, our vision has been to revolutionize the way marketers manage and profitably grow their complex online marketing campaigns," said John Rodkin, co-founder and CEO of ClickShift. "WebTrends is the ideal partner for our revolutionary solution as its Marketing Performance Management strategy perfectly matches our mission. WebTrends has the resources, experience and expansive customer base to introduce more marketers to the power of true marketing optimization."

"Our goal is to continually enhance the value customers derive from our Marketing Performance Management solutions. ClickShift exemplifies the type of cutting edge marketing solution that we evaluate for strategic acquisitions and partnerships to build customer value," said Tore Steen, vice president of corporate development, WebTrends.

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