Glam Media Acquires Advertising Targeting Firm

Online content network Glam Media recently acquired AdaptiveAds, a display ad targeting and optimization company. Financial terms were not disclosed.

According to Glam chairman and CEO Samir Arora, the acquisition extends Glam’s brand engagement technology by “delivering insight into how ads behave with different audiences and giving brands the ability to dynamically act based on this knowledge.”

Based in both San Francisco and Mumbai, India, AdaptiveAds’ ad serving platform (renamed GlamAdapt) provides reporting on which vertical audiences respond most to specific advertisements.

“Any technology that advances both the ad targeting capability of the Glam network and gives advertisers access to advance "self-serve" tools and campaign performance data has to be considered a plus,” said DeSilva + Phillips partner Jeff Dearth. “Particularly under these tough economic conditions, and with advertising budgets being squeezed, it behooves the large online ad networks to provide the most up-to-date tools and targeting possible in order to optimize every dollar spent.”

As part of the acquisition, Glam said it will reorganize its technology, engineering and content teams “to focus on brand engagement and display optimization,” and expects to hire engineering staffers in India.

Both Glam Media and AdaptiveAds are backed by venture capital firm Draper Fisher Jurvetson.

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