CBS’ CNET Buy: Game-Changer or Costly Gamble?

Digital media buyers trumpeted the potential for content and ad sales synergy resulting from CBS’ eye-opening $1.8 billion deal to acquire late last week. Some analysts, though, were skeptical about the deal’s impact.

Alan Schanzer, managing partner North America, MEC Interaction, saw the two companies as a nice fit, offering CBS scale on the Web that will be tough for other networks to match (CNET properties reach more than 32 million uniques per comScore; CBS Interactive brings in 25 million-plus). “It’s a game-changer for them,” said Schanzer. “This gives [CBS] a lot of broad reach and distribution.