Web analytics provider Omniture says it is buying parts of site search and optimization firm Mercado’s intellectual property and business assets for approximately $6.5 million. The price includes cash and the assumption of the Pleasanton, CA-based software firm’s related operating liabilities. Omniture has already been working with Mercado. It says the added technology capabilities it’s gaining will be aimed at offering more services to e-commerce sites. The deal is expected to close by the end of the year but is subject to governmental approval in Israel, where Mercado maintains its other office. This is Omniture’s second acquisition this month. It just bought rival Visual Sciences (fka WebSideStory) in a $394 million cash and stock deal. Release

• Omniture to Aquire Rival Visual Sciences For $394 Million
• Omniture To Buy Behavioral Targeter For $51 Million