Evolve Media Acquires Lesbian Lifestyle Site AfterEllen

Evolve Media on Tuesday announced it has acquired AfterEllen.com, a large lesbian and bisexual lifestyle and community site, from Viacom. Terms of the deal were not disclosed.

Following the acquisition, AfterEllen.com will be rolled into Evolve’s TotallyHer women’s lifestyle publishing business, per a release.

Brian Fitzgerald, co-founder and president of Evolve Media, told Real-Time Daily that the company “will work to create premium programmatic packages” to sell AfterEllen inventory. 

“This is an extremely valuable audience that will be sold directly to marketers interested in reaching the LGBT audience,” remarked Fitzgerald. He said Evolve will use Deal IDs to sell through programmatic channels, and will look to use “larger rich media formats.”

“This will be how brands wanting to leverage the transactional efficiency of programmatic buying can work with us while still recognizing the unique and premium value of reaching select audiences,” Fitzgerald added.

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