That’s the context in which Red Ventures — a company that backed its way into media after specializing in online marketing — makes sense. It recently occurred to him, he said, that he has spent his career trying to restore the family name. Along the way, they figured out how to integrate online marketing and old-fashioned telemarketing — and they got very good at search engine optimization. So when prospective customers called, Red Ventures knew exactly what they had been looking at on the site, which gave the agents what they needed to make personalized sales pitches. In 2015, Red Ventures raised $250 million, which went toward its $1.4 billion purchase of Bankrate, a personal finance company that helps people comparison shop for financial products (and earns a commission on each sale).

Source: International New York Times August 15, 2021 23:15 UTC