Time Inc Acquires MySpace Owner Viant in Data Play

What: Time Inc has acquired social network MySpace  parent company Viant for an undisclosed amount.
Why it matters:  The acquisition will accelerate Time Inc.’s strategy of activating its subscriber data across content brands and strengthen its value proposition in the industry by giving marketers targeting and measurement capabilities. Viant companies include ad network Specific Media, video ad platform Vindico and Xumowill, a smart TV system.

descargaTime Inc has acquired social network MySpace, or at least what is left of it. Actually, the publisher of magazines like Time, Fortune and People magazines has acquired MySpace parent company Viant.

Viant is a group of companies that includes advertising network Specific Media, which acquired MySpace for US$35m in 2011.

Even though the terms of the deal were not disclosed, the acquisition will most likely accelerate Time Inc.’s strategy of activating its subscriber data across content brands. Acquiring Viant will dramatically strengthen the Time Inc. value proposition in the industry by giving marketers sophisticated targeting and measurement capabilities.

the acquisition will most likely accelerate Time Inc.’s strategy of activating its subscriber data across content brands

MySpace was a pioneer of the first wave of social networks and the largest globally  in the mid-2000s. In 2005, it was acquired by Rupert Murdoch from News Corp for US$580m and by December 2008, it had  75.9 million monthly unique visitors. Six years later, the social network was sold to Specific Media, an ad network, for US$35 million. Eventually, Facebook appeared to conquer the market offering  a simpler experience, less cluttered by advertising.

“This acquisition is game changing for us,” Time Inc. CEO Joe Ripp said in a statement. “Marketers are selecting media partners that have either data-driven capabilities or premium content; we will be able to deliver both in a single platform.”

Marketers are selecting media partners that have either data-driven capabilities or premium content; we will be able to deliver both in a single platform.

Viant claims to have data from 1 billion registered users that will be combined with its own and Time's subscriber information, providing it with a pool of data which it claims “rivals industry leaders Facebook and Google,”the Guardian reports.

“The combination of Time Inc. and Viant is all about the marriage of first party data and premium  Viant chief executive Tim Vanderhook.

 


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