Glam buys AdaptiveAds to improve targeting for display ads
Glam Media, a fast-growing advertising and publishing network for women, has acquired a Silicon Valley start-ups AdaptiveAds for an undisclosed price to help it better target ads.
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.
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