United Online, Inc. announced Monday their acquisition of an Internet direct marketing services provider. The $56 million cash transaction of Mypoints, Inc. allows the Woodland Hills company to continue expanding its content and commerce business. Mypoints, Inc. had been owned by UAL Corp., parent company of United Airlines. Mypoints.com rewards its members with points for purchases made from its online retail partners. The points can then be redeemed for gift cards that can be used at 70 name-brand retailers. United Online Chief Executive Officer and President Mark Goldston said the company was excited about the acquisition. “Mypoints.com is a major name in the online media and loyalty business, effectively bringing millions of active and loyal Internet consumers together with marketers that speak directly to their interests,” Goldston said. United Online will maintain Mypoints.com offices in San Francisco and Schaumburg, Ill. In 2005, the company had revenues of $38.4 million.