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Reply.com on Thursday announced it had acquired fellow Bay Area firm MerchantCircle for $60 million cash and stock. The deal is expected to go through in Q3 of this year.

The deal makes good sense, as MerchantCircle acts as a business directory for more than a million small businesses and Reply.com is an ad firm that targets advertising for local businesses. MercantCircle’s incredible network will give Reply a huge roster of businesses to which they can potentially sell ads.

MercantCircle was founded in 2005 and has raised $14 million in funding to date. The company claims to have businesses listed in 95% of U.S. cities with a population over 200.

Reply says the combined company expects more than $100 million in revenue in 2012.

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