Glam Snaps Up AdaptiveAds
Glam Media has acquired AdaptiveAds, a startup based in Mumbai, India that serves display ads targetable by the demographic characteristics brand advertisers understand (such as "Women 24-40, Fashionista, Beauty"). It calls its contextual display ads BrandWords. They will now be called Glam AdaptAds.
In addition to the ad targeting, AdaptiveAds brings a self-serve ad server for ad agencies, as well as "brand engagement" tracking and reporting tools.
The purchase price was not disclosed, but AdaptiveAd was shopping around a series B round with a valuation in the $25 million to $40 million range when Glam entered the picture and snapped them up. The three-year old company raised $2 million in late 2007, and then another $1.5 million in a series A, for a total of $3.5 million. Draper Fisher Jurvetson is an investor in both AdaptiveAds and Glam Media.
