Tag Archives: Time Inc.

Time Inc. acquires Viant

Time Inc., the company behind Time, Sports Illustrated and Fortune, has finalised its acquisition of Viant Technology. Viant Technology is a data-driven marketing technology company. It owns MySpace and the ad-tech companies Specific Media, Vindico, and Xumo. According to Time Inc., the acquisition is a game-changer. The publishing giant aims to invest more in ad-tech in order to offset its loses in traditional publishing and advertising, in which it reported a net loss of $881 million for the full year. Viant, on the other hand, is a profitable company that has built a successful ad-tech business specialising in data, analytics and advertising cloud. The acquisition will enable Time Inc. to incorporate its subscribers to Viant’s technology, which will create a rich customer database that can compete with the likes of Facebook and Google in targeting ads to consumers.

A matter of survival

After acquiring a string of sports startups (SportsSignup, LeagueAthletics.com, iScore Sports) mid this year, Time Inc., the largest magazine publisher in the United States, continued its shopping spree by acquiring Zooey Deschanel’s pop culture website HelloGiggles last week and two more lifestyle websites XoJane and XoVain this week. The acquisitions underscore the company’s efforts to massively grow its digital audience. As consumers continue to migrate to reading on tablets and smartphones, the publishing giant has endured declining print circulation and advertising revenue. As a result, it had to beef up its digital services. By investing heavily in digital media and finding creative ways to distribute its content on multiple platforms, Time Inc. aims to arrest a slow and steady decline.