Advertising - Tuesday, November 4, 2008
PerfectMarket Buys Media River Technology. Cites Synergies.
We have been skeptical of Perfect Market and we are not big fans of early stage startups buying other early stage startups. So we feel comfortable giving a thumbs down to this deal and feel confident we will be proven out.
Pasadena-based Perfect Market has bought Media River Technology. No financial terms were disclosed. Media River sells technology for matching content and advertising. Perfect Market has raised nearly $40M in VC funding from Mayfield Fund, Idealab, Rustic Canyon Partners, Trinity Ventures and Square 1 Ventures.
Perfect Market sells publishers on the notion that they can make more money from their archived content. Newspapers, broadcasters and others with lots of content archives tend to think that they are sitting on a gold mine of untapped dollars. It just isn't so. Readers want current content and the more current the better - witness Twitter.
Regarding Media River Technology we cannot find any trace of the company so we are guessing it was an 1 or 2 person outfit.
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MediaRiver, Inc.
Privately Held; 11-50 employees; Internet industry
I know the former CEO and this was a legit organization, it appears that in 2007 he moved on. will have to cath up with him to find out why. Perhaps he made a wad of cash and moved on!!
Posted by: allen at February 5, 2009 11:56 PM
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