Interpublic Group has closed a deal to acquire Reprise Media, a New York-based search marketing firm, reports Ad Week. Reprise will serve as a search resource for IPG agencies that do not have deep expertise themselves.

Reprise works on search advertising and optimization campaigns for clients such as Martha Stewart Living Omnimedia, Microsoft and USA Today. It has some direct client relationships, but it often partners with traditional and interactive agencies, including IPG shops Deutsch, Universal McCann and ID Media.

The acquisition is the first for IPG's Futures Marketing Group, launched in February under Bant Breen. Reprise will operate within the unit, which also manages the holding company's investments in emerging tools and platforms such as Spot Runner and Facebook.

Reprise has 55 employees and other offices in Boston and San Francisco.

Search advertising accounts for nearly half of all internet ad spending.