Dubsat, part of the Australian content group Omnilab, develops and supplies Websend, which is the browser-based platform behind Vio's ad management and delivery service Adsend.

The acquisition of Vio is the latest step in a partnership between the two companies that was formed in 2008 and one that Omnilab anticipates will help it to grow its international presence.

According to Chris Friend, managing director of Vio, becoming part of Dubsat was an important strategic step in allowing Vio to develop and broaden its development platform.

"We have created a strong foundation and we are in a good position to now further innovate and extend the business across the traditional and new media markets," he said.

The company's 19 UK staff, nine US staff and single France-based employee are unaffected by the deal and there are also no immediate plans to alter the Vio Worldwide brand name.

Friend also said that the acquisition would also allow Vio to extend the reach of its Adsend product into Europe and beyond "when the time is right".

Grant Schuetrumpf, chief executive of Dubsat, said the deal was the natural evolution of that relationship and one enables Dubsat to provide a "total global cross media management and delivery solution incorporating an extensive suite of applications and services".

Through the new larger company, Dubsat and Vio will target cross media services businesses such as advertising agencies, production companies, broadcasters, and publishers.