Rogers Media has announced a deal to buy Montreal-based advertising firm BV! Media for approximately $25 million. BV! Media is in two businesses, says Rogers Media senior vice president and general manager digital media Claude Galipeau. “One is the publisher and distributor of content in Québec and it is also an advertising network which represents over 400 publishers.”

Galipeau says the deal will increase Rogers’ presence in the Québec market as well as deepen and diversify its sales offerings in performance media. Rogers will pay 40 cents  per share for the public company. Galipeau says BV! Media’s board will meet to vote on the deal and expects it to close by the end of September.

The deal is one of building for both companies, says Galipeau so there are no plans of job elimination on either side.