Datran Media acquires social news site Allvoices

Share this article:

Digital marketing services firm Datran Media has acquired social news site Allvoices, it said May 4. The deal will let Datran license the site's proprietary crowd-sourcing technology to its clients, said Patrick Vogt, chairman and CEO of Datran.

The Allvoices site, which lets consumers post news content through an online platform, will continue to operate in its current form, and Datran will retain all Allvoices employees. The marketing services firm named Allvoices founder and CEO Amra Tareen the SVP of strategy at Datran, reporting to Vogt. Allvoices CMO Aki Hashmi was named general manager of the site, leading its day-to-day operations.

Vogt said the goal of the acquisition is to expand Datran's technological capabilities by providing clients with a platform to develop, execute and manage crowd-sourced sites.

“Our goal here is to own the technology [and] provide the [crowd-sourcing platform], if needed, for those customers in the enterprise solutions group” who will be able to license the technology, said Vogt.

He added that Datran's clients will be able to market to the Allvoices audience through the site's content distribution system. Vogt said the company will expand the site's categories beyond news to those relevant to its clients.

Datran clients include Microsoft Corp., Sony Corp. of America, NBC and digital agency Razorfish.

Vogt said Datran's clients will not have access to Allvoices members' information and will not be able to market to those consumers outside of distributing brand- or agency-generated content on the Allvoices site.

Financial terms of the deal, which closed April 29, were not disclosed.

Share this article:
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

News Byte: CX Scores to Take Their Place Beside Price Listings

News Byte: CX Scores to Take Their Place ...

E-commerce aggregator PriceGrabber will begin offsetting price info with service expectations.

Data Byte: Interactive Ad Revenues Exceeding TV for the First Time

Data Byte: Interactive Ad Revenues Exceeding TV for ...

At nearly $43 billion, interactive advertising revenues exceeded broadcast for the first time in 2013.

Marketers: Data Rich and Knowledge Poor

Marketers: Data Rich and Knowledge Poor

While advertisers have become incredibly data-savvy, the most difficult challenge remains causally linking that data to outcomes that really matter.