VideoEgg acquires Six Apart

By Laura Khalil September 22, 2010

say media — Image used with permission by copyright holder

In what seems like an unlikely marriage, the ad network VideoEgg announced it’s acquiring blogging services company, Six Apart, to form a new company called Say Media. The combined entity will look to boosting advertising in conversational media.

Looking more closely at what this deal really entails, VideoEgg has made a strategic decision to combine the power of its advertising network with a blogging platform to power more engaging and interactive ad campaigns.

What that will actually look like is anyone’s guess at this point, but its well know that Six Apart has put a lot of effort around monetizing content for bloggers. Bearing that in mind, this deal sounds like a step in the right direction. Together, the companies will have a combined audience of 350 million.

Six Apart was once the golden child of the blogging world, formed in 2001 by husband and wife team, Ben and Mena Trott. They launched Movable Type, which rode the first wave of the blogging movement, before being eclipsed by other services, such as WordPress.

VideoEgg CEO Matt Sanchez will become the CEO of the new entity, while Six Apart CEO Chris Alden is leaving the company. Six Apart co-founder Mena Trott will join the company’s board of directors.

Six Apart is claiming its current customers will be unaffected by the announcement, but that sounds hard to believe. Stay tuned to see how that shakes out.

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Former Digital Trends Contributor

Laura is a tech reporter for Digital Trends, the editor of Dorkbyte and a science blogger for PBS. She's been named one of…

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