Collective Media

NY-based Collective Media is announcing their acquisition of Personifi today. The companies had been working together since October 2007. Personifi will continue to operate as a separate business unit under Collective Media. Personifi provides targeting solutions to web publishers, ad networks and mobile providers.

The acquisition makes sense as Collective Media is an ad network and targeting is critical to draw increased rates which keep publishers happy.

Financial terms of the deal were not disclosed but our sources say that the deal was a combination of cash and stock in the low tens of millions of dollars. Collective Media raised an undisclosed round of funding late last year.

Kristen wonders why Collective Media hasn't purchased the domain collectivemedia.com which apparently is a spam site.

NY-based Collective Media, an online advertising network specializing in audience targeting and optimization solutions to increase relevancy and yield for both publishers and advertisers, has received a round of funding led by NY-based Greycroft Partners with participation from Canadian iNovia Capital.

The funds will be used for staff growth and refinement of their proprietary advertising system. Amount of the round was not disclosed.

"We are pioneering a new category within the current ad network environment, allowing high-quality brands to maintain brand integrity and exert more control over where their ads appear," said Joe Apprendi, CEO of Collective Media. "These funds will allow Collective to continue developing our best-in-class platform, providing our publisher and advertiser clients with the transparent, premium network they have come to expect from us."

Collective Media partners with companies including: DoubleClick for ad serving and Personifi for ad targeting.