VideoEgg has finalized their purchase of blogging platform Six Apart (purveyors of blogging softwares Movable Type and TypePad) and renamed itself SAY Media. While this might seem like just another acquisition news item, under the surface this signals a very interesting shift in the blogging universe.
VideoEgg has become known as an ad network specializing in cost-per-engagement video ads with AdFrames -- a system that shows snippets of advertiser videos in banners. When users click, the remainder of the video is played. Six Apart is responsible for one of the most widely-used blogging platforms on the Web. Put them together and you get SAY Media -- a social blogging platform with its very own ad network built-in.
In short, SAY Media is looking to take a simple blogging platform and turn it into a full-blown media property.
Troy Young, president of SAY Media, has a sharp focus on utilizing VideoEgg's capabilities and years of rich media advertising experience to its fullest extent. And that's a good thing for both publishers and advertisers.
"Why can't we put together a solution for a major brand that rivals what AOL or Yahoo would provide?" asked Young. "We have the scale, superior ad tech and access to content."
"We're building a modern media company," he added.
According to them, the new company now has a reach of 345 million people globally.