This story was written by David Kaplan.
Lead gen company MediaWhiz has acquired LeadROI. Terms of the deal were not disclosed. The perception of lead gen has taken some hits over the past year, as a number of state and federal regulators have charged a handful of these companies with deceptive marketing practices. Still, marketers' demand for greater behavioral targeting and customer acquisition has pushed companies to expand their services beyond offering incentives to consumers in exchange for surrendering personal information. The combination of New York's MediaWhiz and Costa Mesa, Calif.-based LeadROI is designed to broaden the two companies' services, especially in the area of reporting and providing detailed sales conversions. Release
By David Kaplan