TV Time, whose app provides user-reported data about TV and movie engagement, has acquired Mediamorph, a provider of entertainment content distribution and tracking services. Terms of the cash-and-…
will remain based in Santa Monica, Calif., and Mediamorph will stay in New York City and continue to be headed up by Mediamorph CEO Rob Gardos , who will become president of Whip Media.
“Literally, from our first meeting, we realized together we’d have a really powerful way for our customers to get a smarter way to license and expand their content in 150 countries and across thousands of different platforms,” said Rosenblatt, TV Time’s co-founder/CEO and former chief exec of Demand Media and chairman of Myspace.
Gardos said Mediamorph’s customers — which include major Hollywood studios and broadcasters — had been saying they wanted more insight into how and why people are consuming their content. TV Time provides that piece of the puzzle and Mediamorph makes that data actionable, he said: “Netflix’s innovation based on data from their direct-to-consumer experience is a powerful model, and we’re going to take it to the next level.
Mediamorph had raised about $50 million from investors including Advance Vixeid Partners, the independent investment arm of Advance Publications and Conde Nast; Liberty Global Ventures; Smedvig Capital; Baker Lee.
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