Google acquires Invite Media (demand side display advertising)
Companies in Relationship
, Invite Media
Initial Announcement Date:
Consideration: $81 million in cash (Source: All Things D)
Google acquires Invite Media, a company that develops and operates a media buying platform that utilizes optimization technology for the display marketplace. The demand side platform is designed to facilitate navigation of high volume display advertising exchanges for buyers.
Invite Media will operate as an independent brand and product. In the future, Invite Media's platform will integrate with Google's DoubleClick for Advertisers. Google's acquisition of Invite Media signals Google's interest in demand side platforms and strengthening ties with advertising agencies. Also, the purchase is meant to counter Yahoo's improvements to Right Click, which is also acting as a demand side platform.
The deal closed on June 10, 2010.
June 2012 -- Nat Turner and Zach Weinberg, Invite cofounders, leave Google to start a healthcare company. Turner acknowledges that ad tech was never his passion, in contrast to the deep feelings he has about healthcare. Turner reflects back on the two years he spent within Google, pleased to see Invite to grow rapidly by every metric. Although not without some pain, he states he was spoiled with Google's integration of Invite into the DoubleClick subsidiary.
June 2013 -- With $8 million in venture financing, including money from Google Ventures, Turner's new venture, Flatiron Health, provides big data analytics services for oncology. The goal of Flatiron is to improve the data quality of the 96 percent.of cancer patients who are not able to participate in clinical trials.
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