Time Inc. Buys Myspace Parent Company

How's your profile looking these days?

Screen Shot 2016-02-11 at 11.22.51 AMThanks to Time Inc., Myspace lives on. The publisher has purchased Viant, which owns Myspace, for an undisclosed amount.

The deal, of course, was not made out of nostalgia for social networks of the past, but for Viant’s data. “The acquisition will enable Time Inc. to combine our premium content, subscriber and visitor data, and advertising inventory with Viant’s first-party data and targeting capabilities to bring substantial value to clients of both platforms,” explained Time Inc., in an announcement.

“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,” added Time Inc. CEO Joe Ripp.