French media giant Lagardère announced Wednesday it has bought the interactive media agency Nextedia for 50 million euro in cash.

Lagardère will pay additional earn-out payments in 2011 and 2013 for up to a maximum of 50 million euro, “contingent upon the attainment of specified profit targets,” according to a Lagardère statement.

Nextedia aims to help advertisers expand their presence on the Internet by consulting in online marketing, developing eMarketing tools such as Web sites or display advertising, consulting in search engines optimization, buying digital advertising space, designing and managing databases and building traffic through linking strategies and viral brand marketing campaigns.

“Aside from the strategic and business case for this deal, the key challenge in this acquisition is to exploit fully the cultural mix between traditional and digital media,” Didier Quillot, chairman of the Lagardère Active Management Board, said in a statement.

The media agency's gross profit last year was 9.7 million euro.

The deal follows Lagardère's recent acquisition of U.S. based Jumpstart.