Time Inc. Acquires Viant — Parent Company of MySpace

The acquisition announced today was not exactly about MySpace.

MySpace, that website you loved before Facebook and Twitter (but after Friendster) is still alive. The site has gone through a few refurbishments and is now mainly a content platform and network for artists.

Time Inc. thought enough of the service to acquire Viant, the parent company of MySpace. Financial terms of the deal were not disclosed.

MySpace was acquired by Viant’s Specific Media from News Corp. (at a $545 million loss) in 2011 and The Wall Street Journal wrote in Jan. 2015 that MySpace still had a respectable 50 million monthly active users.

Still, the acquisition announced today was not exactly about MySpace. Time Inc. is excited about Viant’s marketing platform. The Viant Advertising Cloud provides marketers with data on 1.2 billion users. The combination of data between Viant and Time Inc. “rivals industry leaders Facebook and Google,” according to a press release.

Time Inc. chairman and CEO Joe Ripp discussed the acquisition in a press release:

This acquisition is game changing for us. 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, and will stand apart from those that offer just one or the other. In other words, we will be able to deliver advertisers’ messages targeted to optimal audiences across all types of devices, along with the ability to measure ROI.

Readers: When did you last log into MySpace?

Image courtesy of thelefty / Shutterstock.com.

Recommended articles