Performance marketing company LeadMedia acquires MediaFactory

LeadMedia, the European online performance marketing company with headquarters in Paris, has acquired Sao Paulo, Brazil-based MediaFactory.

Founded by Stephane Darracq (a French serial technology entrepreneur) and backed by private equity firm Truffle Capital, LeadMedia provides clients with Internet marketing solutions, including qualified traffic generation, lead and traffic re-targeting, online customer relationship management (CRM), lead generation and technology solutions for “behavioural and semantic targeting”.

The acquisition of MediaFactory, which is actually being billed as a merger, could see LeadMedia group reach a turnover in excess of $25 million in 2011 with its expanded team of 100 specialists based in Paris, Sao Paulo and Los Angeles. Interestingly, prior to soaking up MediaFactory’s operations, the company already had a presence in Brazil since 2009. Stéphane Darracq, Chairman, LeadMedia, talks up the “economic vigor” of the sector, while Truffle Capital co-founder describes Brazil as now representing LeadMedia’s “second home market.”

Founded in 2002 in Paris, Truffle Capital invests in the IT, life science and energy sectors via €400 million under management.