Media Initiative Group (MIG), an independent, diversified media sales firm, has bought US firm Dedicated Marketing Solutions (DMS) for $20 million (£9.8 million) cash.

Media Initiative Group (MIG), an independent, diversified media sales firm, has bought US firm Dedicated Marketing Solutions (DMS) for $20 million (£9.8 million) cash.

The acquired company is also a sales firm, strengthening MIG’s offering of Internet advertising to web-based advertisers and publishers.

DMS adds technology to the group that will allow MIG to identify sites and creative assets to suit the needs of their clients’ campaigns.

MIG owns eType, its online advertising agency, that was launched in 2000 and manages publishers’ online sales. A US version, eType USA, was launched last year.

Formed in 1994 MIG is wholly owned by its directors and operates several online and offline companies internationally. It is headquartered in London, with offices in New York and Los Angeles.