Evolve historically competed with such vertical media and ad services hybrids as Say and Federated Media. Over the last 15 years, it has acquired 50 vertical interest and publisher assets (sites like Crowd Ignite and BabyAndBump), according to its cofounder and president Brian Fitzgerald, investing also in performance marketing and publisher technology.
Evolve will likely acquire more content providers generating between $5 to $15 million in revenue, Fitzgerald noted. And it will increase its emphasis on video. In 2011, Evolve Media rolled out an ad-supported video distribution platform and services group, SpringBoard Video. As part of that platform, Evolve is beta-testing a native video ad format, called INgage, with three advertisers. The format launched last Wednesday.
“You have such a march to market by agencies and advertisers to buy and audit on a viewability metric that many are utilizing multiple vendors and they’re asking publishers to be judged by or held accountable to methodologies, measurements and results that are completely independent or unverified,” Fitzgerald said.