Just had this through. I had heard that this was going to happen and that it was either going to be Espotting, or Overture. One of my freinds sells in all their magazines and was dying for Emap to get their adverts sorted out accrosss the web. Now he can just go straight to Espotting. I think Emap have some very targeted sites, especially for selling to young males with loads of spare cash!
Nice to see them getting something new into the portfolio. These kind of deals are definitely taking them away from the pure search arena and more into Adsense style context advertising.
This does make sense and may be a good plan if they no longer feel that they can go head to head with Google and Overture in the search engine PPC market place. This must be especially the case since they haven't been bought out by one of the big players such as MSN.
Good to see that they are coming up with a survival strategy.