Demand Media gets new life with Google agreement, new acquisitions

Demand Media is going through a bit of a renaissance thanks to a renewed agreement with Google as well as two major purchases.

Google renewed its existing advertising agreement with Demand Media for the next three years. Using its ad platform, Google will help Demand Media out considerably by monetizing its properties and premium content.

Some examples of Demand Media's assets include eHow, (the online version of the humor magazine) and social media solutions.

This time, the deal has been spiced up to incorporate and expand display advertising and premium ad services offered to consumers and advertisers. For starters, Demand Media will offer new and "brand-safe" channels for the Google Display Network Reserve and to promote Demand Media using AdSense for Content and the DoubleClick Ad Exchange.

Demand Media is also looking to boost its advertising presence elsewhere with the acquisition of IndieClick. The Los Angeles-based online advertising agency retains a diverse portfolio of clients in a number of different fields ranging from comedy to fashion, most of which are targeted towards younger demographics.

Thus, Demand Media is aiming to utilize IndieClick's multimedia advertising campaigns for connecting advertisers with consumers for its content as well as extend the reach of its direct ad sales force.

To round out its big day, Demand Media has also bought out RSS Graffiti, another Los Angeles-based company that focuses on developing its own social media products. Essentially RSS Graffiti builds apps that automates posting and sharing information on Facebook, Twitter and YouTube, among other sites.

That kind of technology should make it easier for Demand Media to get its own content out there. Richard Rosenblatt, chief executive officer at Demand Media, explained more in a statement, noting that RSS Graffiti will enable his company to "partner with a large and growing number of Facebook publishers.”

Financial terms about any of these deals have not been disclosed.



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