Meredith Buys Native Advertiser Selectable

Meredith Corp. continued to bolster its advertising and marketing services this week with the acquisition of Selectable Media, which specializes in native advertising.

As part of the acquisition, Selectable will be integrated with Meredith Digital and CEO Matt Minoff will oversee Meredith Digital’s ad products.

Terms of the deal weren’t disclosed.

Selectable’s native advertising platform enables advertisers to reach consumers via two products, called Value Exchange and Sponsored Stories. In the Value Exchange format, the consumer can unlock a piece of content in return for watching a brief video ad. The Sponsored Stories format allows advertisers to combine engaging content, for example in the entertainment and sports categories, with brand messages, placed alongside editorial content.



As placements can be executed across tablet, mobile and desktop, and the company claims its “guaranteed-view” technology ensures consumers actually see ad content. Selectable’s client roster already includes Merck, Capital One, GEICO, PetSmart, Del Monte and Chipotle.

Meredith has launched or acquired a series of digital products on both the editorial and advertising sides in recent months. In October the women’s interest publisher launched a new native advertising platform called “Buzz,” which integrates marketers’ native ads into contextually relevant content areas that are endemic to Meredith brands, including the food, home, parenting and lifestyle categories.

In November it acquired, a popular online wedding planning destination that helps users find wedding planners and venues, choose bridal designers and stylists, plan honeymoons, and so on.

It’s not all digital. Meredith is also launching a new print magazine, Eat This, Not That! in partnership with former Men’s Health publisher David Zinczenko, and also signed a long-term licensing deal with Martha Stewart Living Omnimedia, giving it responsibility for ad sales for the latter’s flagship Martha Stewart Living, as well Martha Stewart Weddings.

Meredith is also rolling out a licensed product line under the Allrecipes brand, created in collaboration with the Clipper Corporation.

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