Innovation Interactive Buys Web Targeting Firm

US digital marketing and search optimization agency Innovation Interactive has acquired Netmining NV, a provider of on-site behavioral optimization technology. Terms were not disclosed.

Headquartered in Brussels, Belgium, Netmining provides proprietary algorithms that define the buying propensity of each visitor to a site in real-time. This enables marketers to deliver custom content to the right visitor at the right time in order to increase ROI, optimize online lead generation and improve the visitor experience.

Through its digital marketing agency 360i and search optimization and campaign management technology firm SearchIgnite, Innovation Interactive offers a suite of solutions to help marketers achieve targeted and measurable results with their online campaigns.

As part of the deal, the firm's behavioral targeting solutions will continue to be offered as a standalone product, but will also be integrated into the Searchlgnite optimization platform in the first half of 2009. The deal will also provide Innovation Interactive with a foothold in Europe.

'With this acquisition, we are marrying our expertise at driving customers to a marketer's web site with an optimization technology that significantly increases revenue and desired actions after a customer reaches the site,' commented Innovation Interactive CEO Will Margiloff.

Web sites: www.innovationinteractive.com and www.netmining.com .

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