Glam Media Acquires AdaptiveAds

Adaptive Ads homepageMedia and advertising network Glam Media today announced the acquisition of display ad targeting and optimization startup AdaptiveAds.

Based in San Francisco and Mumbai, India, AdaptiveAds is a 3-year-old startup with investors including Draper Fisher Jurvetson.

AdaptiveAds' self-service ad technology will become the platform for GlamAds, a self-serve brand advertising system focused on premium display. "This acquisition will help optimize results for brand ad campaigns," said Samir Arora, chairman and CEO of Glam Media in a statement.

AdaptiveAds will reinforce Glam Media's brand ads platform, Glam Media Evolution, and is expected to facilitate both agency direct and self-service media buying solutions. Through the acquisition, Glam Media is opening an office in Mumbai and establishing an engineering presence in Pune, India.

AdaptiveAds' U.S.-based employees will join Glam's ad products team in Brisbane, Calif. Offices in Mumbai and Pune will become Glam's engineering and product development centers in India. AdaptiveAds co-founder and CEO Yogesh Sharma will become vice president and general manager of Ad Solutions at Glam Media. AdaptiveAds Co-founder Sanjay Sharma will lead the team in India.

Glam is also reorganizing its technology, engineering and content teams to focus on brand engagement and display optimization, and expects to hire engineering employees in India. Glam expects a net addition of approximately 20 new employees with this acquisition, bringing the total employees at Glam globally to 200.

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