Myspace has a new owner, after its parent company Viant was acquired by magazine and web publisher Time Inc for an undisclosed amount.
This is not really about Time buying Myspace, though: it’s most interested in Viant’s data on more than 1bn internet users, and its programmatic online advertising technology.
While Myspace has been a big part of gathering the user data, it’s not the sole focus for the deal.
“This acquisition is game changing for us,” said Time boss Joe Ripp. “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.”
Fun fact: Myspace is now a sister brand of music mag NME, which went free last year.
Props to The Register for the most cutting headline reporting the deal: “Time acquires Myspace, creates 2004’s most fearsome media giant”. Oof!
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Let’s hope that Time Inc. will bring back the original MySpace, the one that Specific Media destroyed in June 2013.
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