Glam Media acquires AdaptiveAds
The news that the ad network Glam Media has acquired ad optimizer AdaptiveAds may bolster the hopes of those who’ve had a sinking feeling about advertising in the current economic downturn. The acquisition means Glam will be able to offer highly focused ad targeting, as well as AdaptiveAds’ self-service tools for ad agencies, and additional tools for tracking and reporting on brand engagement.
David Kaplan at paidContent provides some context to the deal:
“The company had been on an acquisitions tear in the early part of ‘08, as Glam CEO Samir Arora looked to quickly build an international presence by adding Munich-based digital marketing firm Codex Media and London-based online ad sales rep firm Montise. Aside from the European focus, it turned its attention to Asia, unveiling Glam Japan in November. While the display market has slowed considerably, Arora has maintained that its vertical ad networks haven’t been as impacted as others.”
Matt Marshall writing for VentureBeat explains why Glam is one of the more controversial companies in Silicon Valley right now:
“It has witnessed rocketing growth over the past two years, by signing deals with publishers who agreed to place their content on Glam’s network and receive advertising for it. It recently emerged as a top-ten U.S. media site, according to Comscore.
All the while, Glam has faced continued naysaying from competitors and other critics, who say Glam is essentially a house of cards, built on the promise of delivering ads but extremely vulnerable — because it doesn’t actually own much of its content and therefore is susceptible to defection. Glam also specializes in display advertising, at a time when display ads online are seeing the most severe slowdown.
Despite the naysaying — and the deepening online advertising slowdown — Glam has continued its operations without major fallout so far. It has announced some layoffs, but nothing like the major cuts that other companies have announced.”
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