Technology media company Ziff Davis, Inc. announced last week it has acquired online research and lead generation firm Focus Research, Inc.
Focus Research will be renamed Ziff Davis B2B Focus. It will operate as a stand-alone unit within Ziff Davis, Inc., a company press release said.
Ziff Davis B2B Focus will leverage Ziff’s database, buying guides and whitepapers to offer leads, content syndication and webinars aimed at technology buyers. Company CEO Vivek Shah said the new site will offer clients looking for marketing services “a full array of solutions from premium display to data-targeted advertising to lead-gen programs across consumer and business audiences.”
Focus Research “has helped thousands of business and IT professionals make better purchasing decisions while turning the Internet into a meaningful platform for B2B marketers,” the press release said.
The purchase is the latest of several moves designed to expand the range of services offered by Ziff Davis as the company seeks new ways to leverage its audience of IT professionals. In January, the company bought tech deals website LogicBuy.com, enabling Ziff to offer deals from tech vendors with which it has a relationship. An ad targeting platform, BuyerBase, which collects anonymous data on IT shopping behavior, was launched the same month.