Vertrue Buys Neverblue

from Adotas by Editor

Internet marketing company Vertrue Inc. has purchased Canadian rival Neverblue Media, a performance marketing company that focuses on lead generation and client acquisition.

“Neverblue Media brings with them a specialized knowledge of the online marketplace and will be an integral part of bringing Vertrue into new areas of the Internet,” said Vertrue CEO Gary Johnson in a statement. Neverblue employs 50 in British Columbia, and its business is divided into 5 units. Services include affiliate marketing, marketing through online properties, SEM and co-registration marketing. Neverblue will keep its offices and staff, and operate as a Virture subsidiary.

Vertrue owns two other Canadian businesses including the online dating service, Lavalife Inc.

Last week, after announcing Vertrue’s 12% revenue increase for the fourth quarter of 2006, Johnson cited his company’s “commitment to expanding our Internet presence and strong business execution.” Along with Neverblue, Vertrue has also acquired Neverblue spinoff PhoneInterviewed.com, a company that generates leads though direct telephone contact.