Global Direct Media's founder Jim Banks will continue to head the affiliate network and will work closely with Unanimis' lead generation business. Global Direct Media will retain its name for the next six to eight months, before being folded into the Unanimis business.
The acquisition is aimed at strengthening Unanimis' performance network, Response, by offering advertisers full-service campaign planning opportunities across their online display and affiliate budgets.
Damon Reeve, chief executive and co-founder of Unanimis, said the company was looking to make further acquisitions in the mobile, lead generation, e-mail, gaming and ad network sectors over the next year, in the UK, Europe and the US.
He added: "The market is in an interesting place at the moment and we're always looking for ways to grow the business."