Posted December 4, 2006 9:42 am by

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I have to admit, I’ve never heard of the company ClickShift, but WebTrends certainly has. The web analytics company has just announced the acquisition of the paid search optimization firm.

So what exactly does ClickShift offer? ClickZ tells us

[ClickShift] will allow marketers to optimize their paid search campaign against any criteria. It automates multivariate testing of keyword, creative, landing page, and search ad network to find the most effective combinations, and reallocate the appropriate budget to that campaign.

ClickZ also reports that iCrossing has acquired Newgate Internet, a company offering , paid search, reputation management and word of mouth services.