Burst Moves Into Giant Realm
- by Gavin O'Malley @mp_gavin, October 8, 2009
Targeting men ages 18-34, Giant Realm was founded by the William Morris Agency in mid-2007, and has since grown to encompass dozens of sites geared toward video games, sci-fi and independent movies and music. Its network of advertisers includes The U.S. Air Force, Nikon, Gillette, and Lionsgate.
According to Jarvis Coffin, CEO of Burst, the company's focus remains on the continued verticalization of content. "This acquisition represents a tremendous opportunity for us to support vertical content providers," he said.
For James Green, CEO of Giant Realm, the deal means "more resources at our disposal that will allow us to help grow our publishers."
Founded in 1995, the Burlington, Mass.-based Burst helps advertisers to reach finely segmented consumers as they visit its various interest-based sub-channels. Burst's vertical audience networks include Auto, Entertainment, Moms, Early Adopters, Family Builders, Baby Boomers, Family Travelers, Green, Trendsetters, Gamers, Thought Leaders and Wellness.
Burst also offers publisher-led networks including the CDKitchen Cooking Network, the RealGM Sports Network, the Daily Jolt College Network and the Kiwibox Teen Network.
Although modest compared to 2007 levels, the ad technology and services market has recently seen an uptick in mergers and acquisitions. Last month, for example, ad technology firm The Rubicon Project acquired behavioral targeting data provider Others Online for an undisclosed sum.
The online media and technology sector saw the largest number of transactions -- along with the highest transaction values -- through the first three quarters of the years, according to recent analysis from Jordan, Edmiston Group. Still, the 141 deals valued at $5.6 billion lagged 2008 levels by 31% and 26%, respectively, the investment bank reported.
Mir Arif and Jonathan Adler of the Madison Park Group advised Giant Realm on this transaction,.
