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Sovrn recently raised a $25 million in new funding with the goal of expanding beyond the adtech business through acquisitions. Now it’s announcing the first of those deals: It’s acquiring affiliate marketing company VigLink.
Sovrn first launched in 2014 — made up, as CEO Walter Knapp put it, from “bits and pieces of different companies.” (It emerged from Federated Media and its roots go back to Lijit, which FM acquired in 2011.) Knapp said the company’s vision is to “enable a professional class of storytellers to do more of what they want to do” by providing tools around content creation, distribution, monetization, operations and capital.
VigLink - Publishers - Affiliate - Links - Merchants
As for VigLink, it was founded in 2009 to help publishers monetize by automatically inserting affiliate links (where merchants share revenue with publishers when those publishers drive sales). Knapp said he’s been interested in the intersection of publishing and commerce because publishers are often the ones influencing consumer purchase decisions, but “they don’t really capture the commerce value of what they’ve created.”
VigLink already plays a big role in that process — Knapp...
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