Marchex Buys Local Traffic Aggregator

Marchex just made an acquisition that extends its local traffic holdings, and hence the amount of its online ad inventory that’s targetable by region.

For $16 million in cash and stock, the company will buy AreaConnect, which operates AreaConnect.com and AreaConnect.ca and provides traffic to Yellow and White Pages companies. Marchex previously bought up thousands of direct navigation Web sites, including zip code domains such as 90210.com.

The AreaConnect deal brings Marchex more than a million monthly uniques, the company said.

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