January 26, 2006 -- (WEB HOST INDUSTRY REVIEW) -- E-commerce hosting provider Digital River (digitalriver.com) announced on Wednesday that it had acquired Direct Response Technologies, a provider of affiliate technology and e-marketing solutions, for $15 million.
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Digital River says the acquisition gives customers and affiliates of both companies an expanded online sales network, in addition to enhanced affiliate tracking, keyword tracking, search-engine bid management and ad-serving solutions.
"The acquisition of Direct Response supports two of our strategic growth initiatives - to expand both Digital River's oneNetwork sales channel and strategic marketing services," says Joel Ronning, CEO of Digital River. "By combining the companies, we intend to deliver a more comprehensive affiliate management system, maximize cross-selling opportunities between our affiliate networks and further capitalize on the strong growth opportunity that exists for our strategic marketing services."
The acquisition did not include Direct Response's MyCoupons and GiftCards.com services.
