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Google Acquires Online Coupon Start-up Incentive Targeting

Online coupon start-up Incentive Targeting, Inc. said Wednesday it has been acquired by Internet search giant Google, Inc. (GOOG). The financial terms for the deal were not disclosed by the companies.

"As part of Google, we will have the resources and expertise to continue the transformation of couponing from a way to give discounts to a way to build business. And, we can now work towards that vision as part of a company that improves the lives of hundreds of millions of people every day," Incentive Targeting team stated while confirming the news on its website.

Incentive Targeting team and resources are expected to be integrated into Mountain View-based Google's e-commerce business such as Google Shopping, Wallet or Offers.

Founded in February 2007, Cambridge, Massachusetts-based Incentive Targeting brings together retailers and manufacturers around the common cause of driving sales and increasing profitability. It provides targeted marketing service to manufacturers of grocery and consumer products.

The company's patent-pending technology allows non-technical marketing executives to design sophisticated, relevant promotions—and helps measure return on investment in real time—directly over the Internet. Incentive Targeting's primary focus has been on grocery store chains.

The service provided by Incentive Targeting through a self-service web site helps in slashing the cost, time, and effort required to launch and monitor sales campaigns. The company only charges for redeemed offers, thus reducing the risk for the advertiser.

"We didn't reach this milestone alone. From day one, we have relied on the support and commitment of our retailers, brands, investors, partners, and advisors, as well as the hard work and dedication of our team. We could not have done this without them, and as we look ahead, we are thrilled to be part of Google!," Incentive Targeting noted.

GOOG closed Wednesday's regular trading session at $683.67, up $12.96 or 1.93% on a volume of 3.04 million shares.

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