Home Social Media Google to Buy Meebo, in Bid for Social Content Discovery

Google to Buy Meebo, in Bid for Social Content Discovery

SHARE:

meeboGoogle has agreed to buy hosted IM platform Meebo in a deal that signals its growing eagerness to wrap its head (and pocketbook) around social and “earned” media– including how to monetize content-driven brand connections.

The purchase price was not disclosed, but in an earlier report about talks between the companies, AllThingsD claimed the price tag would come in around $100 million.

Google said in a statement that the deal is about connecting users, and said the Meebo platform – which includes both its popular IM tool and a content sharing toolbar that overlays websites – would be integrated with Google+. “We are always looking for better ways to help users share content and connect with others across the web, just as they do in real life. With the Meebo team’s expertise in social publisher tools, we believe they will be a great fit with the Google+ team. We look forward to closing the transaction and working with the Meebo team to create more ways for users to engage online.”

Colleen DeCourcey, CEO of brand content and social experience design firm Socialistic, commented to AdExchanger, “The thing that’s interesting about the acquisition is that Meebo is a discovery engine. It speaks to Google possibly covering bases on discovery versus SEO. It’s definitely a nod toward acknowledging that content is a great vehicle for the dissemination of brand experiences and getting people’s attention.”

She added, “It really is about the content marketing play. It makes me wonder what they’re going to do next.”

In addition to IM, Meebo has made considerable investments in its ad platform. Last year it bought Mindset Media, a psychographic ad targeting firm, and has long advanced a toolbar-driven ad network strategy. Meebo has accepted upwards of $70 million in funding.

In its own blog post, Meebo said, “For more than seven years we’ve been helping publishers find deeper relationships with their users and to make their sites more social and engaging. Together with Google, we’re super jazzed to roll up our sleeves and get cracking on even bigger and better ways to help users and website owners alike.”

-Zach Rodgers

Must Read

How Should Advertisers Navigate A TikTok Ban Or Google Breakup? Just Ask Brian Wieser

The online advertising industry is staring down the barrel of not one but two potential shutdowns that could radically change where brands put their ad dollars in 2025, according to Madison and Wall’s Brian Weiser and Olivia Morley.

Intent IQ Has Patents For Ad Tech’s Most Basic Functions – And It’s Not Afraid To Use Them

An unusual dilemma has programmatic vendors and ad tech platforms worried about a flurry of potential patent infringement suits.

TikTok Video For Open Web Publishers? Outbrain Built It.

Outbrain is trying to shed its chumbox rep by bringing social media-style vertical video to mobile publishers on the open web.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Billups Launches Attention Measurement For Out-Of-Home

Billups, a managed services agency that specializes in OOH, is making its attention measurement solution and a related analytics dashboard available for general use.

US District Court for the Eastern District of Virginia, Alexandria

The Google Ad Tech Antitrust Case Is Over – And Here’s What’s Happening Next

Just three weeks after it began, the Google ad tech antitrust trial in Virginia is over. The court will now take a nearly two-month break before reconvening for closing arguments right before Thanksgiving.

Jounce Media's Chris Kane at Programmatic IO NY on Sept. 25, 2024.

The Bidstream Is A Duplicative, Chaotic Mess – But It Doesn’t Have To Be That Way

Publishers are initiating more and more auctions – but doesn’t mean DSPs are listening to more bids, according to Chris Kane.