GSI acquires retargeting firm FetchBack

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GSI Commerce's marketing services division has acquired Tempe, AZ-based retargeting firm FetchBack. Terms of the deal, announced June 1, were not disclosed.

FetchBack will operate as a wholly owned subsidiary of the unit, which includes e-mail marketing services firm e-Dialog, interactive agency TrueAction, integrated shop Silverlign and media services firm GSI Media.

Chris Saridakis, CEO of GSI, said customer demand was the reason for the deal.

“The idea is to offer our clients the ability to close the loop in marketing,” said Saridakis. “When a retailer or a brand gets a user back to their site, this technology will help them retarget to communicate to that individual based on what else they have looked at.”

Chad Little, founder, president and CEO of FetchBack, will continue to lead its operations, reporting to Saridakis. GSI will keep FetchBack's Tempe headquarters operating, said Saridakis, who added that he did not expect layoffs as a result of the deal.

GSI will sell FetchBack's technology across its global marketing services division. Saridakis said sister firms TrueAction and Silverlign often use remarketing services from outside vendors and e-Dialog's retail clients could benefit from remarketing within their platform. FetchBack clients include True Religion, Pingg, Abacus 24-7, Grand Canyon University and Aqua Superstore.

In the past month, GSI has restructured its marketing services division to cross-promote technologies and focus on client services. Nick Pahade, president of TrueAction, resigned to join a start up.

GSI has also been busy buying companies. This year, the company acquired database marketing company MBS and mobile marketing firm M3 Mobile. The company acquired e-Dialog in January 2008.

“We are going to continue to look at different ways of growing our business,” said Saridakis. “We will either build a product, buy a company or form a partnership, whatever makes sense.”

Gridley & Company, a New York-based investment bank, advised GSI on the deal and Petsky Prunier advised FetchBack.

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