Search engine marketing firm Fathom Online announced a new data collection and tracking business, Fathom Data Solutions, which will market the company's ad data aggregation tool, Triton, reports MediaPost. Fathom CEO Chris Churchill said the new effort targets companies that want to spend more dollars online but don't have the manpower to monitor dozens of online campaigns at once.

Triton collects data from search engines, tracking firms, publisher networks and other internet companies - about every aspect of a client's ad campaign, from display ads to pay-per-click to pay-per-call, and consolidates them into a set of reports.

Although Fathom's main field is search, this new business can track all kinds of online advertising, including email, said Gregg Stewart, Fathom's senior vice-president for channel management and marketing.