The New York Times had an article this weekend on the digital advertising boom and how major players like Google, Yahoo, Microsoft and AOL are "acquiring once-obscure firms" for "eye-popping prices." The acquisitions are being made in order to deliver the right ad to the right person at the right time over the internet. Ultimately, internet real estate becomes more desirable because the ads are more effective, have a greater click through rate and are much more targeted, translating into higher costs for the advertiser, but higher revenue for the ad-seller.

Unicast (Viewpoint Corp.'s (NASDAQ: VWPT) online advertising group) technology enables publishers, advertisers, and their agencies to manage the complex process of deploying online advertising campaigns. The process includes creating the advertising assets, selecting the sites on which the advertisements will be deployed, setting the campaign parameters (ad rotation, the frequency with which an ad may be deployed, and other metrics), deployment, and tracking of campaign results. Interest in Viewpoint and likewise its technology is not too much of a stretch as the company recently signed a deal with DG FastChannel Inc. (NASDAQ: DGIT) which announced that it launched an ad platform incorporating Viewpoint's Unicast advertising solutions technology. The partnership also included a $4.3 million private equity investment in Viewpoint which means DG FastChannel's total stake amounts to 13.2%, or 10.75 million shares, of the company.

In the wake of a rush of deals in the online advertising space such as WPP Group's acquisition of 24/7 Real Media, Google's takeover of DoubleClick and Yahoo's purchase of Right Media, analysts are speculating which company could be bought out next. Aside from Merriman Curhan Ford analyst Richard Fetyko labeling the web technology firm as a potential takeover target, it is not clear whether there is any interest specifically in Viewpoint, but nonetheless it is still a good time to be long with many companies in the sector being taken over. The market is again reflecting that sentiment, with shares higher by $.09, or 9.37%, to $1.05 on heavy volume of 711,427 within the first few minutes of trading.

In the wake of a rush of deals in the online advertising space such as WPP Group's acquisition of 24/7 Real Media, Google's takeover of DoubleClick and Yahoo's purchase of Right Media, analysts are speculating which company could be bought out next.

Wire reports from the Associated Press earlier today cited Merriman Curhan Ford analyst Richard Fetyko who pointed to Viewpoint Corp. (NASDAQ:VWPT), a web technology firm that helps clients manage and deliver traditional and interactive advertising, as a potential takeover target because of its assets and technology. Despite Viewpoint shares already being up 13.41% on heavy volume of 1.4 million shares, the stock could see additional upside if the speculation gains traction.

Viewpoint is a small cap turnaround story revolving around the company's strategic equity partnership with DG FastChannel, recent acquisition of MAKOS and Viewpoint's Unicast division expansion into new markets that has significantly brightened a once dreary outlook.