The ad network is merging with YouCast, a social media and ad technology firm.
Ad network Halogen Media is merging with YouCast, a social media and ad technology firm, in hopes of adding a little earned-media firepower to its luxury-focused advertising business.
"There are many people trying to figure out how to 'do social' successfully, consistently, and at scale," said Greg Shove, CEO of Halogen, in a blog post. "Halogen has great paid media expertise. YouCast knows earned media, and has the technology solutions in place to prove it."
Terms of the deal were not disclosed. The two companies are referring to it as a merger, though YouCast, which is based in New York, will become a wholly owned subsidiary of Halogen.
Halogen, which is based in San Francisco but also has offices in New York and Los Angeles, delivers ads from high-end advertisers like BMW, Mercedes, Neiman Marcus, and American Express to "tastemaker" publishers like GuestofaGuest.com, Fashionista.com, and JamieOliver.com.
YouCast's "earned media" model is centered on pushing campaign messages through thousands of publishers that act as independent, though incentivized, advocates. Bringing the two approaches under one roof will provide scalability and better measurement for clients.
"John [Eaton] and I have always been passionate about bringing the quality and precision of paid media analytics – from search metrics, to CTRs, to reach and frequency – to the earned media channel," said Jonathan Cohen, YouCast's chairman and chief development officer, in the blog post, referring to YouCast's president. "We've already had some success at measuring the effectiveness of various social media efforts for clients, but this merger helps us (and Halogen) do it on a much higher level."
YouCast clients include Pepsi, Macy's, and Novartis. The companies claim there are no conflicts between the two client lists. YouCast co-founders Eaton and Cohen will remain in their current roles, and no layoffs or office closures are expected.
Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Douglas Quenqua is a journalist based in Brooklyn, NY who writes about culture and technology. His work has appeared in The New York Times, Wired, The New York Observer, and Fortune.
Singapore, 5-6 March
Bangkok, 17-18 March
Hong Kong, April 2015
A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
March 24, 2015
12:00pm ET/9:00am PT