Specific Acquires Video Net BBE
Online ad network Specific Media has made a big bet on Web video, as the company has snatched up the online video network BBE.
Terms of the deal were not disclosed, but according to published reports, BBE sold for $70 million. This story was first reported by Allthingsd.com.
BBE, founded in 2004, was one of the first companies to expand the ad network model to Web video. According to comScore, the company potentially can reach over 192 million unique users each month.
Specific Media is also a massive network, potentially reaching over 158 million uniques, per comScore. However Specific has up to now primarily focused on the remnant display ad market.
Besides operating a vast network, BBE is known for pushing original Web content, while trying to raise the bar for video ad technology. The company has rolled out several popular Web series, including the now defunct Cube Fabulous and the talk series Jen and Barb, Mom Life.
Plus, the company also manages Vindico, which has emerged as one of the industry’s leading video ad serving platforms.
According to officials, Vindico will continue to be managed independently by veteran BBE executive Matt Timothy, while BBE will be absorbed within Specific Media. (BBE’s founder and CEO Matt Wasserlauf will now be Specific Media’s evp of video platform and services.)
Wasserlauf said the marriage was about scale, and the ability to pair video and display for big brands. “When we started, there were one or two video networks. Now there are 20,” he said. “Now, in today’s crowded market, you’ve got to be end to end.”
