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The business-facing media, data and marketing services company IDG Comms announced on Tuesday the acquisition of its fourth marketing tech firm in 18 months, a platform called Selling Simplified. The publisher declined to share the financial specifics of the deal.
IDG Comms operates a stable of more than 200 editorial titles, including publications like Computerworld, TechHive and CIO, whose tech-minded readership provides a trove of valuable data to the company. The titles primarily serve a top-of-funnel function for the company—its advertising business generates only around 10% of its total revenue, said IDG Comms president Kumaran Ramanthan.
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