Sovrn acquires VigLink to expand its publisher monetization platform
Summary
Sovrn first launched in 2014 — made up, as CEO Walter Knapp put it, from “bits and pieces of different companies.” (It emerged from Federated Media and its roots go back to Lijit, which FM acquired in 2011.) Knapp said the company’s vision is to “enable a professional class of storytellers to do more of what they want to do” by providing tools around content creation, distribution, monetization, operations and capital. But he also noted that there’s less than 10 percent overlap between the domains working with Sovrn and VigLink, so he sees plenty of opportunity to grow. He also said that with the addition of VigLink to Sovrn’s business, “transactional adtech” will make up less than half of the company’s total revenue. And he promised that the VigLink product will continue to evolve, for example by giving publishers more data about the entire customer journey.
