Meredith Buys Native Video-Ad Firm Selectable Media

/ Jan 6, 2015

Meredith_SelectableMedia

Meredith (MDP) has acquired Selectable Media, a provider of engagement-based and “native” video ad solutions. Financial terms of the deal were not disclosed.

Selectable is mostly known for running what it calls a “value exchange,” giving viewers the chance to unlock content or various other perks in exchange for watching a branded video ad. Its been pretty popular among digital game publishers that offer bonuses and other opportunities for free, as long as the player watches a video spot first.

The deal, which follows a series of moves intended to grow Meredith’s digital media reach, improves the publisher’s ability to “offer clients innovative native and engagement-based advertising solutions across both Meredith Digital’s audience of more than 60 million monthly unique visitors and Selectable Media’s extended media network,” said Meredith National Media Group president Tom Harty in a statement.

In October, Meredith struck a deal with Martha Stewart Living Omnimedia to operate MarthaStewart.com, MarthaStewartWeddings.com, and MSLO’s video library. In the past few years, the company has also acquired Allrecipes.com and MyWeddings.com.

As part of the acquisition, Selectable Media’s CEO Matt Minoff will now oversee Meredith Digital’s ad products and operations, and the company’s COO Marc Rothschild will oversee Meredith Digital’s ad sales, sales marketing, and account management teams. Both will be based in New York and report to Jon Werther, president of Meredith Digital.

“Marrying Selectable Media’s proven success in digital video and branded content distribution with Meredith’s expertise in branded content ideation and creation provides an incredible end-to-end solution for our advertising and marketing clients,” said Minoff.

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