Several traditional publishers that are aiming to boost ad revenue and take advantage of new online advertising technologies have purchased online media companies recently. The latest such acquisition is Gannett Co.'s June purchase of PointRoll, a rich media company that develops "mouse-over" technology and other ad formats allowing advertisers to measure the direct impact of online campaigns more effectively. Terms of the deal were undisclosed. Gannett had been using PointRoll ad technology on some of its sites, including its flagship USAToday.com. The acquisition will allow the publisher to roll out the technology to other sites in its network of more than 100 publications, as well as boost ad revenue.
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