It’s not clear exactly how much money Specific Media got in a recent round of funding. What is clear, though, is that the online advertising company intends to go on an acquisition spree.
In its current state, Specific Media isn’t exactly tiny; comScore puts it in third place behind Advertising.com and ValueClick, and its advertising network includes household names like ABC, NBC, CBS, FOX, and Viacom. The fresh funding should take it even farther.
According to Specific Media’s own statement, it received “up to $100 million, with access to further resources as necessary . . .” That’s not as specific was one might like, and the company also didn’t identify any directions or particular targets for its acquisitions. Still, the theme of “growth” was quite plain.
“The ultimate goal is to be the largest independent ad network,” said Tim Vanderhook, Specific Media’s CEO, in an interview with Zachary Rodgers. “If there’s going to be a company that overtakes Advertising.com, we definitely have our sights set on it.”
All of this seems to point to a company that will remain independent, despite recent deals in the market involving Google, Yahoo, and Microsoft. And so long as Specific Media is able to bring in $100 million at will – why not?
