Targeting Platform Zefr Sells Video ID Units To Vobile

• by Wayne Friedman , July 19, 2019

Looking to focus on aligning video content with advertising brands on YouTube, Zefr is selling two of of its video identification businesses to the Vobile Group, a video content copyright protection company.

Zefr’s businesses, RightsID and ChannelID, will be sold for an estimated purchase price of $90 million, according to the companies.

Zefr analyzes YouTube videos in determining content specifics, ensuring brand safety for advertisers in buying targeted spots on the platform. In 2017, Zefr hired Toby Byrne, former president of advertising sales for Fox Networks Group, as its president.

Vobile, which runs a software-as-service platform focusing on online video identification, measurement and copyright protection, says acquiring the Zefr businesses will strengthen its effort to reduce revenue loss due to IP infringement.

Vobile says the acquired assets produced over $40 million in recurring, profitable revenue in 2018.

Vobile clients include major film studios, TV networks, and other Fortune 500 content providers, who work with YouTube, Facebook, and Instagram.

In 2018, Vobile had revenue of $15.23 million versus $15.7 million the year before. It posted a net loss of $2.5 million in 2018, virtually the same as in 2017.