Crucial Interactive, a Toronto-based company that reps the online advertising for Warner Bros. Canada, TMZ and ESPN, announced today that it has been acquired by Waterloo, ON-based Rebellion Media.

Rebellion is a digital media company that specializes in SEM and SEO, as well as e-commerce and mobile. It operates its own network of websites in the health and wellness, technology, entertainment and sports categories, including Sortable.com, Fighters.com and Saffronrouge.com, among others.

Petar Bozinovski, president and co-founder, Crucial Interactive, tells MiC that the acquisition was an ideal fit for Crucial because the company was looking for financial backing to help it expand more aggressively, while Rebellion wanted to expand its display advertising portfolio and leverage Crucial’s expertise with custom integrations and branded content.

He adds that the acquisition will also help Crucial grow its publisher and client network, as well as its reach with female audiences.

Bozinovski says that no one from the Crucial team is being let go as a result of the acquisition. Instead, the team will function as an independent division within Rebellion that will be responsible for working with advertisers and agencies around digital and mobile ad opportunities.