Technorati, a US-based advertising technology developer backed by investors including internet company Digital Garage, has been acquired by broadband technology provider Synacor for $3m.
Founded in 2002, Technorati initially tracked news and blog traffic but now operates a sell-side programmatic ad bidding platform for websites called Contango. It will be used to bolster Synacor’s ad-related offering, responsible for 45% of its revenue in the third quarter of 2015.
The company had raised about $32m prior to the deal, securing $9.5m from Draper Fisher Jurvetson (DFJ), Mobius Venture Capital and FG Incubation at a $35m valuation in a round that closed in 2010.
Digital Garage invested in Technorati in 2007 through its DG Incubation subsidiary, alongside DFJ and Mobius. Venture capital firm August Capital is also said to be an investor.