Santa Monica advertising company Mercury Media has acquired IMarketing, a boutique Internet ad firm.

Mercury Media did not disclose terms of the deal, which closed Dec. 31 and was announced this week. IMarketing is based in Princeton, N.J. and specializes in search marketing, online media planning and buying, and analytics. It generates more than $30 million of billings annually, Mercury said. Clients that include Dow Jones, eDiets and Yahoo.

“We are incredibly excited about the addition of IMarketing as it puts us in an ideal position to take advantage of the ongoing convergence of television and digital media,” Chief Executive John Barnes said in a statement. The company is known for its direct-response TV campaigns for brands such as Ronco and Zumba Fitness.