Acquisition of Lead Generation and Affiliate Marketing Company, Impulse Marketing Group

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AdMedia Partners, financial advisor to Impulse in the acquisition, sees transaction as further evidence of booming demand for lead generation, performance marketing and affiliate marketing programs.

Impulse Marketing Group, an online lead generation and affiliate marketing company serving the financial services industry, has been acquired by an undisclosed private buyer.

AdMedia Partners (, the investment bank that initiated and managed the acquisition on behalf of Impulse, views this latest transaction as a direct reflection of the rapid growth and success of Internet lead generation campaigns, typically executed on a pay-for-performance basis and utilizing advertising- and email-based affiliate marketing programs. That rapid growth has led to a strong mergers and acquisitions market in the lead generation business.

"Demand for lead generation and performance marketing has been increasing dramatically because of its effectiveness, measurability and low risk profile for advertisers, a trend that has been reinforced by the overall migration of ad expenditures to the Internet," says Seth Alpert, Managing Director at AdMedia, who led the Impulse deal team. "The tools and techniques developed by Impulse are extraordinarily effective, and we expect continued strong interest in the mergers and acquisitions marketplace for companies that have figured this specialized field out and have taken a leadership position."

About Impulse Marketing Group

Impulse Marketing Group (IMG), an online lead generation and affiliate marketing company, was founded in 1998. The privately owned company's founders started IMG based on more than 50 years of combined experience in direct marketing.

About AdMedia Partners

AdMedia Partners is a leading boutique investment bank that provides middle market mergers and acquisitions (M&A) advisory services to advertising and marketing, media, and related online and information services businesses. Founded in 1990 and located in New York City, the firm has completed over 130 transactions since 1999.

Selected advertising and marketing services transactions completed by AdMedia Partners include:

  • Representing Medical Broadcasting Company, one of the largest independent interactive healthcare agencies, in its acquisition by Digitas Inc.
  • Representing Bridge Worldwide, an interactive relationship marketing agency, in its acquisition by Wunderman, a unit of WPP Group.
  • Representing Dynamic Logic, the leading independent on-line marketing research company, in its acquisition by Millward Brown.
  • Providing strategic advice to aQuantive in its acquisition of sbi.razorfish.
  • Representing Public Strategies, a leading public affairs firm, in its acquisition by WPP.
  • Representing The Glover Park Group, a leading public affairs and government relations firm, in its acquisition by Svoboda, Collins, a private equity fund.
  • Representing Public Strategies, a leading public affairs firm, in its acquisition by WPP.
  • Representing Creative Domain in its merger with Trailer Park to form one of the largest providers of diverse entertainment marketing services in Hollywood. The transaction was backed by a financial commitment from Lake Capital.


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Seth Alpert
AdMedia Partners
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