TradeDoubler acquires paid search firm
TradeDoubler has announced that it has acquired The IMW Group, which owns the UK’s largest independent search engine marketing company The Search Works.
The deal is worth around £56 million and should make TradeDoubler one of the largest online marketing firms in Europe.
Swedish-listed TradeDoubler runs a pan-European network of affiliate marketing websites. Privately-owned IMW has a wealth of expertise in the paid search market, and a desire to join these two areas of expertise is thought to be behind TradeDoubler’s purchase.
IMW’s principle business is the Search Works agency, which is believed to be one of the largest users of search engines such as Google and Yahoo in Europe.
It is thought that the takeover should establish TradeDoubler as one of Europe’s premier online marketing firms - expanding the range of services it can sell to merchants and affiliates.
