Search marketing company iCrossing has purchased SEM rival NewGate, a company that focuses on SEM for retail businesses and represents brands like Gap, LEGO and Williams-Sonoma.
“Search engine marketing is the fastest-growing, but least understood area within the interactive marketing industry,” said iCrossing CEO Jeffrey Herzog in a statement. Since he started the company in 1998, Herzog has built the company up from a simple SEM firm to a full-service search marketing operation complete with analytics, research and mobile services, as well as six offices around the U.S. iCrossing is also continuing to expand its talent and client base with the hiring of former Agency.com CEO Don Scales and former MySpace chairman Richard Rosenblatt in March.
iCrossing will be merging NewGate’s services into its San Francisco office, and will serve NewGate clients under the iCrossing brand. “iCrossing and NewGate share a common vision for making search the go-to medium for marketers,” added Herzog. “This acquisition builds our San Francisco presence, retail expertise and, with our newly combined talent and technologies, confirms our leadership in paid search.”