Yes, Tom Anderson‘s Myspace.
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In a press release, Viant is described as a “people-based marketing platform,” and the move is mostly technical. Time Inc. says the acquisition allows the company to gain more registration data (so if you still have a Myspace account, your info is Time’s now) to grow its ad technology and “quality” content.
Time Inc.’s titles include LIFE, Sports Illustrated, Food & Wine, People, Fortune, and Marie Claire. Just last week, it launched a mobile-focused website for beauty product enthusiasts. Time doesn’t quite have a music-focused brand just yet, so we’ll see how it incorporates Myspace into its content strategy across its titles.
The financial terms of the deal were not disclosed.