June 1, 2010, 2:15 PM

GSI Commerce buys online ad retargeting firm

GSI Commerce has acquired Fetchback, a provider of online display advertising retargeting systems.

Internet Retailer

GSI Commerce Inc.’s marketing services division has acquired FetchBack Inc., a provider of online display advertising retargeting systems for more than 500 advertisers.

FetchBack’s technology delivers targeted ads to consumers as they move around the web and after they have left the web site of a client retailer, helping e-retailers recapture lost prospects. FetchBack also offers an analytics platform that provides clients with insight into their online advertising campaigns.

GSI Commerce, a provider of e-commerce and interactive marketing technology, says the acquisition expands the breadth of its marketing services with an advanced system that complements its existing offerings and enables it to move into new vertical markets.

“Retargeting is far more effective than traditional display advertising and FetchBack’s retargeting technology outpaces others in the market,” says Chris Saridakis, CEO of GSI’s marketing services division. “We believe FetchBack can deliver dramatic, measurable results for our clients looking to reconnect with customers through targeted and relevant messages that drive conversions effortlessly. We look forward to making retargeting an integral, highly effective component of our clients’ marketing programs.”

FetchBack will operate as a wholly owned subsidiary of GSI’s global marketing services division, which also includes sister companies TrueAction, Silverlign, GSI Media and e-Dialog. All of the business units within the reorganized division now report directly to Saridakis. Chad Little, founder and CEO of FetchBack, will lead FetchBack’s operations and contribute to developing targeting products for GSI’s marketing services division.

“Retargeting is an increasingly important element of many online display ad campaigns,” says Colin Sebastian, who leads digital media and Internet analysis at investment firm Lazard Capital Markets LLC. “FetchBack is GSI’s fifth acquisition this quarter, and we believe it will help round out the marketing services segment with a complementary service offering.”

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