Online advertising powerhouse Federated Media, that represents a number of leading web publishers, today announced the acquisition of Lijit Networks – the provider of advertising, analytics, and user-engagement services. The combined reach of the two providers will reach nearly 300 million global unique visitors.
Both companies are currently seeing rapid growth, but with the two companies combining their strengths they can make an industry changing play, with Todd Vernon, Lijit’s founder and CEO saying “it wasn’t an acquisition – it was more of a merger to create a media company that was a top tier media company (that could) do things we could never do”
The combined Federated Media and Lijit Networks will now reach more than 77,000 online publishers and nearly 15,000 expert communities – making it one of the largest companies representing the ever important independent web. The increased inventory should allow Federated Media to entice more advertisers by offering them improved scale and reach, whilst publishers benefit from a bigger ad sales team to represent their interests.