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.
 

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