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Wedding two of the biggest players in IT lead generation, TechTarget last week acquired KnowledgeStorm, a content site for IT professionals, for about $58 million.
"It's a peanut butter-and-jelly combination," said Tolman Geffs, a managing director at media investment bank Jordan, Edmiston Group, which represented KnowledgeStorm in the transaction. "TechTarget is the largest company in what you call 'push' lead generation, and KnowledgeStorm is the best in 'pull'."
Geffs added that TechTarget's scale will make KnowledgeStorm "even more effective in delivering ROI needs" to buyers of IT products.
From an ad revenue perspective, KnowledgeStorm should expand TechTarget's business. According to TechTarget, the 9-year-old IT site logs about 3.5 million visits per month and has about 700 active advertisers, most of which are new to TechTarget.
"Our preliminary internal projections are that KnowledgeStorm will contribute revenue of...