BuyMedia Inc., a Web-based company that lets media buyers and broadcast firms negotiate advertising sales, said yesterday that it has agreed to acquire software firm Tapscan.
Financial terms were not disclosed.
The announcement marks BuyMedia's second major acquisition in six months as it tries to gain market share for the online transactions of broadcast ad sales.
Tapscan, Birmingham, AL, has installed its sales software in 90 percent of the TV stations and cable systems across the country. In April, BuyMedia bought Marketron, a company that has developed sales software for 80 percent of the nation's radio stations.
BuyMedia, Burlingame, CA, has connected the stations using Tapscan or Marketron to its Web site, widening its marketing selections available for media buyers.
The Tapscan purchase shows BuyMedia is dedicated to providing a Web site for marketers in the broadcast and cable media, said Christopher Todd, analyst at Jupiter Communications, New York.