Glam acquires Sportgenic and AdPlatform, expands premium ad tools

Fashion-oriented Web media company Glam Media today announced that it has acquired sports ad network Sportgenic and its spinoff AdPlatform.

Glam chief executive Samir Arora (pictured) said AdPlatform’s technology is part of the new product he’s announcing today, GlamAdapt for Publishers. Arora’s Brisbane, Calif.-headquartered company launched the GlamAdapt display ad platform in June, saying that it could help brand advertisers reach high-quality publishers. Glam said it’s now selling all of its premium advertising through GlamAdapt, and has already run 1,000 campaigns for 1,500 publishers and 500 brand advertisers.

GlamAdapt for Publishers is, yes, the publisher side of the service. Arora said site owners can use GlamAdapt to automate the process of selling ads through multiple channels — it’s for publishers who say, “I want automation, however, I want automation that differentiates the fact that I’m super-premium.”

Asked what Glam plans to do with Sportgenic, Arora said more details will be coming soon, most likely next week. The fact that Sportgenic focuses on sports suggests that Glam may be expanding beyond its core female audience. Glam isn’t disclosing the size of the acquisition, but AllThingsD reports that it was between $12 million and $15 million. Sportgenic investors include SoftTechVC and Greycroft Partners.

Glam has reportedly been preparing for an initial public offering as well.