Demand Media Buys IndieClick, Re-Signs With Google

Will sell ads for Village Voice Media and the Awl

During its quarterly earnings report yesterday, Demand Media announced that as part of its $14 million acquisition of ad startup IndieClick Media, it will begin selling advertising for Village Voice Media and the Awl, reports Ad Age.

The company hopes its takeover of IndieClick will help it reach the 18-to-34-year-old Web audience. In addition to the Village Voice sites and the Awl blogs, IndieClick represents other younger-skewing sites like Texts From Last Night, Playlist, Trailer Addict, and Current TV's website, most of which allow IndieClick to sell ads as an exclusive third party.

IndieClick will also sell a number of custom ad units that bring in as much as $20 for every 1,000 page views, as well as advertisers including the Coachella Music and Arts Festival, Schick, Mazda, and several movie studios.

Demand also said that it had renewed and expanded an agreement with Google that would allow the search giant to sell a portion of Demand’s websites at higher ad rates than a traditional ad network would usually get. “It's a win for Google to have access to our inventory, and it's a win for us to have access to their technology and scale,” said Demand chief revenue officer Joanne Bradford.