Berry Buys WebVisible Assets

In the US, marketing solutions firm The Berry Company is to acquire technology assets and take on former staff of interactive ad targeting firm WebVisible, which closed down in December. Berry, which did not disclose terms, will make the buy through a subsidiary of its parent firm TBC Holdings.

WebVisible's SaaS offering enables users to launch, measure and manage local ad campaigns, and its proprietary Geneva software allows them to target their ads at specific demographics on Google, Yahoo!, Bing and other sites.

The firm shut down in December after running out of cash and laying off its 112 staff, following the departure of company founder Kirsten Mangers who left in October.

As part of the acquisition, around 25 software development, product management and other technical staff have joined the new company, which will focus on expanding Geneva's capabilities and supporting new and existing users of the platform.

John Fischer (pictured), Interim President and CEO of TBC Holdings and Berry, comments: 'We plan to take the best of the Geneva technology and create a new platform that meets the ever-changing needs of advertisers across a range of digital products. We are delighted with the exceptional range of software development and product management talent represented by the employees of the new company.'

Web site: www.theberrycompany.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.