GSI Commerce Acquires Retargeting Company Fetchback

Back in April, when e-commerce and marketing company GSI Commerce hired Gannett’s Chris Saridakis as CEO of its marketing services division, some speculated GSI would soon acquire a company or two. The reason: While chief digital officer at Gannett, Saridakis focused on expanding the publishing conglomerate’s digital business through buyouts of several companies, including ShopLocal, CareerBuilder, and Ripple6, a social media service firm.

Saridakis lived up to the speculation. GSI, based in King of Prussia, PA, announced this morning it has snagged retargeting ad technology company Fetchback, for an undisclosed sum.

Tempe, AZ-based Fetchback allows online marketers to deliver ads to people who previously visited their websites. Its technology can integrate with ad exchanges, ad networks, and demand side platforms, which Fetchback says allows its customers to reach the majority of their prior site visitors.

Offers can be targeted according to categories viewed, products viewed, or items in an abandoned shopping cart. Based on that information, Fetchback’s platform identifies the ideal products to promote from a customer catalog and delivers ads featuring those offers when prior site visitors are identified across available ad networks and exchanges.

The acquisition makes particular sense for GSI because it complements the company’s core e-commerce and multi-channel retailing business. In addition to website enablement, GSI also offers fulfillment and customer care services.

Saridakis said in a statement, “We believe FetchBack can deliver dramatic, measurable results for our clients looking to reconnect with customers through targeted and relevant messages that drive conversions effortlessly. Their technology is well aligned with our strategy to expand GSI’s marketing services capabilities.”

Fetchback clients include True Religion, Grand Canyon University, and Aqua Superstore. The company says it has than 500 customers in all, creating an opportunity for GSI to cross-promote its other services.

The company will be a wholly owned subsidiary of GSI’s global marketing services division. That division also includes digital agency TrueAction, Silverlign, GSI Media, and e-mail marketing firm e-Dialog.

Separately, GSI announced that Nick Pahade, president of TrueAction, has resigned to pursue other interests. Pahade came to GSI in January 2008 from Denuo, Publicis’s digital consulting arm. Before that, he was managing director of digital agency Beyond Interactive.

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