Geary buys search firm fathom online

San Diego-based Geary specializes in Web development, media purchasing, and strategic planning services. The move brings it a step nearer to full-service digital federal agency status.

CEO Andreas Roell said the acquisition was motivated by an apprehension that "the hunt component is and will remain a significant chunk of the online marketing space."

At the same time, Roell said, "hunt can't stand on its own any longer. You need to create search demand that comes out of things like streamer online media planning and purchasing."

Geary's hungriness for hunt expertise goes back approximately 18 months, during which time the firm had courted several agencies, Roell said. He added fthm won out on the basis of endowment and proprietorship technology, dubbed by Roell "the selling dashboard chance." Fathom's in-house technology includes a keyword modeling tool, Keyword Price Index, and a hunt analytics platform.

Fathom's Steve Gillan will serve as CFO and managing director of Geary's San Francisco office; Mihir Choudhary will be CTO and VP of technology; and Jinenne Sutherland will serve as reach manager. Fathom has approximately half the employees of its new parent, 22 to Geary's approximately 42 staffers.

Fathom clients have included American wearing apparel and Planet Out; Geary has served WD-40 and M&T Bank.