In another nod to the coming fusion between media companies and online marketing outfits, Gannett (GCI Quote) is buying closely held PointRoll in a deal valued at more than $100 million, according to sources close to the large media company.
Pennsylvania-based PointRoll is an online ad marketing firm that uses its technology to enhance ads. Its products are designed to improve the performance and the interactivity of banners, streaming video, email and data mining to drive sales.
At Gannett, owner of a number of TV stations and newspapers including USA Today, the move is a way to redeploy capital into the growing online advertising space. TV station business growth has been flat this year, and newspaper revenue is sluggish as online media platforms continue to grow. ...
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