Glam Media Buys Ad Targeter AdaptiveAds

This story was written by David Kaplan.
Female-focused ad net Glam Media has acquired online ad optimizer AdaptiveAds. Terms weren't disclosed. The three-year-old startup is backed by Draper Fisher Jurvetson and has offices in San Francisco and Mumbai, India. In conjunction with the purchase, Glam Media is opening an office in Mumbai and establishing an engineering presence in Pune, India. This is Glam's first acquisition in a about half a year.

The company had been on an acquisitions tear in the early part of '08, as Glam CEO Samir Arora looked to quickly build an international presence by adding Munich-based digital marketing firm Codex Media and London-based online ad sales rep firm firm Montise. Aside from the European focus, it turned its attention to Asia, opening unveiling Glam Japan in November. While the display market has slowed considerably, Arora has maintained that its vertical ad networks haven't been as impacted as others.

As for AdaptiveAds, the company is working to integrate its self-serve ad tracking tools into its own online brand campaign platform, Glam Media Evolution.

By David Kaplan
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