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TradeDoubler has acquired the IMW Group, which owns The Search Works, which is the biggest autonomous search engine marketing company in the UK. The IMW Group comprises of The Search Works and The Technology Works. The deal is worth £56m and promises to launch TradeDoubler as one of the leading online marketing firms in Europe. As a result of the deal, TradeDoubler has expanded the assortment of marketing services that it can offer all across Europe. It has now added search engine marketing to its existing bouquet of affiliate marketing and online display ad offerings.

This move can be a result of Google’s endeavor towards the affiliate space especially the cost-per-acquisition ads. Or more simply, it can mean that the company is interested in expanding its array of services in order to cater to both merchants and affiliates. Nick Hynes, CEO of The IMW Group believes that there is a natural likeness between TradeDoubler’s products and services with the search management technology offered by them. There is also a strong cultural affinity between both the companies. The irony here is that earlier this year, TradeDoubler was almost on the verge of being taken over. AOL pulled out at the last moment in order to get support from the company’s shareholders.
 

In a deal worth about 1 billion, Emap, the multi-brand media major has agreed to sell of its B2B business unit completely to Eden Bidco, a joint entity of Guardian Media Group and private equity firm Apax.
The news infused life into Emap shares as they surged by 22 percent almost touching the break up price. The sell also ends all speculation about Emap’s B2B business unit, probably one of its most successful divisions.
It was earlier rumored that Emap would function as standalone specialist publishing and events group after the sale of its other media assets. According to a company release, shareholders will be paid 470 pence in cash for each Emap Share by Eden Bidco.
Taking into consideration other two week old sales agreements by Emap for its radio and consumer magazine units to Heinrich Bauer, the total valuation for Emap touches around 2 billion. This puts the payout figure to each shareholder at 931p per share.
But the price fetched by Emap is on the lower side as analysts had estimated the combined value of Emap at about 2.2 – 2.3 billion. As per reports, this could also be due to the turmoil in the UK media market because of downturn in consumer spending and hence advertising spends slowdown.