Newspaper giant Gannett is buying rich media online ad firm PointRoll in a deal valued at more than $100 million, according to this story.

PointRoll is an online ad marketing firm that uses its technology to enhance ads. Its products are designed to improve the performance and the interactivity of banners, streaming video, email and data mining to drive sales.

Jules Gardner, the company’s founder and CEO, is leaving the company. Chris Saridakis, who was the COO, is now being appointed the CEO.

Company release: “We believe their clever, popular approach to interactive advertising and their continuous innovation will be a nice fit,” said Craig Moon, president and publisher of USA Today (the biggest newsaper site within the Gannett network)

ClickZ: PointRoll is best known for its expanding ad units and its “boy"-branded suite of rich media products. Most recently, the company introduced a “fold over” ad unit.

The deal comes just days after another old-world media company, E.W. Scripps scooped up Shopzilla for $525 million.