We have written about this before. Digital advertising companies have proved that they are effective in marketing. The traditional media has begun to take note lately. After the WPP’s acquisition of Quasar Media, now comes the news of Capital 18 acquiring a stake in WebChutney. Capital 18 is the venture capital arm of Network 18. Webchutney is an online digital media company giving digital marketing solutions to its clients. It’s specially well-knows for its viral ads. The clientele include Google, Microsoft, Yahoo, Infosys, Intel, Airtel, Ebay, AMD, ICICI Bank and many more. A look at the list will tell us that Webchutney is a pretty hot company in the digital media space.

The investment by Capital 18 may be seen as a move to expand its portfolio of media companies. As we mentioned before, consolidation is what’s happening in the industry. Large media houses acquiring companies in the domains that they are absent.

The investment is an all-cash deal and there will not be any change in the management of Web Chutney, says Sidharth Rao, founder and CEO of WebChutney.

Expect to see a lot of action in the coming days, as the remaining companies battle out for the larger pie of the internet advertising world. BCWebwise, Id8labs, Interactive Avenvues are the other standalone digital agencies which may be up next for sale or funding next.

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