Livedoor Buys Innovation Interactive

Share this content:
Livedoor Co. Ltd., a large Japanese ISP, acquired Innovation Interactive, a performance marketing firm that owns search marketer 360i and search software company SearchIgnite.

Livedoor, which also runs a blog search service in Japan, bought New York-based Innovation yesterday for an undisclosed amount.

Livedoor's financial assistance -- it has $1 billion in cash assets -- will help Innovation expand to Asia, Central and South America and Europe in the coming months.

"In the next several quarters, we will start branching out internationally," said Will Margiloff, CEO of Innovation Interactive.

The funding also will help Innovation make more acquisitions of its own, Margiloff said.

"The capital that Livedoor has behind them allows us to go out and think about acquisitions in a whole different light, in terms of the scale and size of the acquisitions," he said.

Meanwhile, Livedoor has the chance to grow internationally.

"Innovation's ... roster of large and small customers and their technology across all spectrums of online media make them the most suitable partner for us to expand our U.S. presence," said Noriaki Okubo, executive vice president of Livedoor, Tokyo.

The deal is just the latest in a handful of mergers and acquisitions in the search marketing space this year, a trend that Margiloff predicts will continue.

"That's what is probably coming to light for a lot of search engine marketers," he said. "If they can't get the scale, they will have to sell themselves [in order to expand]."

Innovation has 125 employees at offices in New York, San Francisco and Atlanta. Margiloff said the firm's employee and executive team will not change with the acquisition.

Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above