• by Fern Siegel , April 19, 2023

CafeMedia has rebranded and unified all three of its brands — AdThrive, CafeMedia, and CafeMedia Ad Management — into one company: Raptive.

Raptive claims to be the seventh-largest digital property in the U.S. with 3 billion pageviews a month. The former duality reflects the brand’s expertise: ad management for creators as AdThrive, and working throughout the ad industry as CafeMedia.

“Our team has created an industry-leading ad tech stack and best-in-class partnerships that deliver results for advertisers and make creators the most money. There needed to be a clear connection between these sides of the business externally," said CEO Michael Sanchez. "We wanted to bring together the strength of both sides and position our creators to compete against the largest legacy media companies and the buzziest new creator companies for attention and brand dollars.”

More than 4,000+ of the world’s best-known creators, such as Half Baked Harvest, MacRumors and Style By Emily Henderson, are affiliated with the rebranded entity. 

A new visual identity marks the company's evolution from an ad management network to a new kind of creator company. The brand reaches 195M unique visitors each month, per Comscore.

Raptive's CMO Steph Dolgins said: "Our new brand and fresh look and feel aligns with our vision to be a catalyst for our creators, propelling them to new heights and equipping them to compete at the highest levels–on their own terms."

In October 2022, the company introduced new and expanded solutions and service levels for creators to diversify revenue with affiliate and ecommerce. At the beginning of 2023, Raptive paid out $2 billion to creators.

The company also added Marla Newman in February to lead the sales team as EVP.

For the first time, Raptive will be present at the 2023 IAB NewFronts on May 3.