Rakuten LinkShare is in talks to buy mediaForge, the company behind the Consumer Engagement display platform. The performance network entered a definitive purchase agreement and is hoping to add display to its portfolio of affiliate, search and lead generation services.
The deal reflects a strong demand for display-related services. In April 2012, the IAB reported that 2011 display revenues totalled $11.1 billion, an increase of 15% over 2010. Whilst in the UK, they surpassed £1 billion for the first time during April of this year
Tony Zito, Chief Executive of mediaFORGE, has emphasised that his company’s product and strategy will continue. The only aspect likely to differ is, with Rakuten LInkshare’s help, their model will now be available in the US, Canada, the UK, and Japan.
“What changes is that our potential to reach more advertisers with our Consumer Engagement display model has grown exponentially as we make plans to expand our business around the world,” he explained.
No change at mediaFORGE
Headquarters, development, and business operations for mediaFORGE will continue in Salt Lake City, which goes some way to backing up Zito’s previous claim. The 50 or so people currently employed by the company and the mediaFORGE name will also remain.
Terms of the deal were not disclosed, but Chief Executive Officer of Rakuten Linkshare, Yaz Iida, emphasised how the addition of mediaFORGE’s display capabilities enables his company to offer services beyond the traditional affiliate route.
“As we build a powerful, strategic portfolio of online marketing services that go beyond affiliate marketing, mediaFORGE complements our approach with a proven display and retargeting solution to help advertisers maximise their online investments while providing a personalised shopping experience for consumers,” he said.