Limelight Delivers mgMedia's OTT Options

mgMedia has tapped Limelight and its media delivery services to support its multichannel distribution strategy.

"By working together, we give the broadcasting community access to the first end-to-end solution for OTT (over-the-top) content," said David Hatfield, senior vice president, global sales and marketing at Limelight Networks.

mgMedia's four-screen Open4Content platform lets users create video clubs and other services ready to run across various platforms. As part of the deal, Revosphere, an ad network aggregator, will offer related services to help broadcasters and content providers monetize content across participating networks.

Illustrated by its acquisition of rich media company EyeWonder for $110 million last year, Limelight has aggressively sought to scale its offerings.

In 2009, Tempe, AZ-based Limelight bought video ad insertion firm Kiptronic for a reported $12 million. Kiptronic's Web-based tools are designed to help advertisers detect and serve dynamic video ads to connected devices. Publisher partners include NPR, Fox, The Guardian, The Economist, Conde Nast and NBC.com.

In late 2008, Limelight rival Akamai Technologies agreed to acquire ad network Acerno for $95 million. Acerno also boasted an impressive executive roster, beginning with its CEO Tom Sperry, who previously served as general manager of aQuantive's Avenue A digital agency and president of its technology and service unit, Atlas.

Microsoft was rumored to be considering an acquisition of Limelight a few years ago. More recently, it acquired Delve Networks, a privately held provider of cloud-based video publishing and analytics services. for a reported $10 million.

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