Ask First: Behavioral Targeter Q Interactive Buys ‘Opt-In’ Marketer Vente

Q Interactive, a performance-based ad network, has bought lead gen provider Vente. Terms of the deal were not disclosed. This is Chicago-based Q Interactive’s second purchase since acquiring e-mail marketer Postmaster General in July. Like Postmaster General, Omaha, Neb.-based Vente emphasizes its “permission-based” marketing system, which requires consumers to opt-in before being marketed too. The attraction of opt-in services makes sense for companies like Q Interactive these days, as the Federal Trade Commission has been scrutinizing behavioral targeting along with other forms of online advertising. The Jordan, Edmiston Group was the banker from Vente’s side.