Federated Media Publishing acquired Lijit Networks, Inc., a provider of ad services, audience analytics, and reader engagement tools for blogs and websites. Headquartered in Boulder, Colo., Lijit will become a wholly-owned subsidiary of Federated Media, although financial terms of the acquisition were not disclosed.
As reported on paidContent, Federated Media connects advertisers with online publishers. The combined company will reach more publishers and advertisers, and plans to improve content monetization and targeted advertising for audiences of all sizes.
Lijit's executives will assume larger roles as part of the Federated Media organization. Among the role changes, Lijit CEO Todd Vernon will become executive VP of technology at Federated Media. The company plans to hire 30 to 40 additional employees to enhance engineering, operations, and publisher development through the acquisition.