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NEW YORK AQuantive said it would look to play a leading role in the online lead-generation industry, which provides prospects’ contact information to marketers.
The Seattle-based Internet company, which owns Avenue A/Razorfish, said it bought Franchise Gator, a 10-person Atlanta lead-generation company for the franchise business. AQuantive said it paid $21.5 million in cash for the business, which expects to generate $7.5-$8 million in revenue this year.
Franchise Gator uses its Web site, www.franchisegator.com, to attract prospects interested in owning franchises.
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