The acquisition will bring Marchex new advertisers and traffic sources, as well as the opportunity to cross-sell its own performance-based marketing products.
Marchex has acquired IndustryBrains, a CPC ad network focused mainly on business technology sites, for $31 million.
IndustryBrains has placed performance-based campaigns with a bevy of business and tech publishers, including BusinessWeek Online, CMP Media, USAToday.com and The Motley Fool. The company offers site and category specific placements on these sites, as opposed to a run-of-network approach.
The company joins a stable of Marchex holdings including search optimization, paid inclusion and bid management tools, as well as a direct navigation business. The acquisition brings Marchex new traffic sources and advertisers, as well as the opportunity to cross-sell its own services to those advertisers.
"We are providing this premium traffic and a product they don't have," said Elke Wong, IndustryBrains' VP of marketing and product development. "Conversely, they have search optimization and bid management products we will be able to offer our advertisers."
IndustryBrains' 20-plus person staff will continue to be based in New York. Wong said there would be no layoffs or executive departures.
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Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
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