SOURCE: Datran Media

Datran Media

Datran Media

May 04, 2011 12:19 ET

Datran Media Acquires Allvoices, One of Most Trafficked Social News Sites in the World

NEW YORK, NY--(Marketwire - May 4, 2011) - Datran Media, a leading digital marketing technology company, today announced the acquisition of Allvoices, one of the world's largest social news sites with over 460,000 contributors and approximately 10 million unique visitors per month.

This strategic move will provide Datran Media with the ability to:

  • Enter the social news category with scale and an extensive base of talented contributors.
  • Extend the Allvoices crowd-sourcing platform into other relevant categories beyond news, incentivizing contributors to contribute more and be paid more.
  • Significantly enhance the Allvoices offering to its contributors and users by integrating Datran Media's audience intelligence platform and distributed content technology.
  • Enhance Datran Media's software licensing business with the addition of crowd-sourcing technology for publishers and brands. Currently Datran Media licenses content distribution and audience technology to publishers, agencies and brands.

Datran Media's Fortune 2000 brand advertisers and media partners depend on the company to help them better understand, reach and engage their digital audiences at the right time in the most relevant channels. The integration of Allvoices' open content model with Datran Media's existing audience intelligence and content distribution platforms will bring added value to Datran Media's clients and partners, who will achieve greater response for digital campaigns by incorporating the social content that audiences find most compelling.

Success in the new digital economy will rely heavily on technology that drives content distribution, user participation and contribution, audience intelligence and relevance. Datran Media's strategy is built upon these three pillars to address challenges and leverage opportunities in the digital marketplace. Allvoices' crowd-sourcing technology enhances Datran Media's technology platform by enabling users to easily generate content that spans the social spectrum. The value of social content is two-fold; 1) it provides information that can help consumers in their daily lives, and 2) it engages consumers with brands by integrating them into a social "community" that promotes interaction and dialogue. Datran Media plans to add more social-generated content sites to its offering over time.

Launched in 2008, Allvoices has experienced exponential growth as the first open media site that allows users to report from anywhere, providing rich coverage from the local to the global perspective. Allvoices has a patent-pending technology that aggregates crowd-reported news events, which it organizes by location, time and category, creating context for readers by bringing together relevant news stories, blogs, images and videos. This creates communities for like-minded individuals to share and discuss news by contributing and commenting on related text, video and images. The Allvoices media business publishes over 2,000 reports per day via its active-citizen user community and partners. These partners include Reuters, AFT (Agence France Presse) and cartoon and photo syndication networks.

Datran Media Chairman of the Board and Chief Executive Officer, Patrick Vogt, stated, "We are very excited about the Allvoices acquisition, which provides us with tremendous access to talent and technology. The integration of socially generated content with our existing audience intelligence and content distribution allows us to provide solutions to our customers that address engagement, relevance, efficiency and a level of audience intelligence unparalleled in the industry. The customer-centric brands we work with share a common belief that intelligent audience-driven marketing is the key to effectively connecting with fans, subscribers and customers. Integrating Datran Media's analytics across Allvoices now makes it possible for many millions of individuals to engage in ways that would not otherwise be possible. Obviously, this is a great benefit to our advertising partners, as it ensures the best audience reception and marketing results."

Amra Tareen, founder and CEO of Allvoices, stated, "On behalf of our contributors and the entire staff at Allvoices, we are excited to become a part of the Datran Media team. The enormous value we will deliver together for our customers greatly eclipses what either company could have driven individually."

Post-integration, Ms. Tareen will move into the role of SVP of Strategy for Datran Media at the parent-company level. Aki Hashmi, SVP and general manager of Allvoices, and David Warthen, VP engineering and chief technology officer of Allvoices, will continue to lead the Allvoices team. The remainder of the Allvoices team will maintain their roles and titles as they become a part of Datran Media. The integration of the Allvoices team and technologies will be completed as rapidly as possible to ensure maximum client value.

About Datran Media
Datran Media is an award-winning technology and marketing company that leading brands, agencies and publishers depend on to discover, reach and retain their ideal audiences across all digital media channels. Datran Media's top-ranked solutions for digital audience measurement, advertising, CRM, commerce and monetization have allowed thousands of companies to execute unparalleled advertising and communications campaigns across social, mobile, the web and email.

About Allvoices
Allvoices' mission is to create a global community for sharing news, videos, images and opinions from multiple points of view that invoke an emotional connection between individual perspectives from around the world. A community of diverse, engaged and globally minded citizens serves as news reporters, opinion leaders and publishers to share with the world the realities on-the-ground. Allvoices.com brings together context, insight and diversity of opinions around a broad range of topics and issues on the global, national and local levels. Allvoices is one of the largest global communities offering relevant news and perspectives in one place. Using a set of proprietary algorithms, Allvoices utilizes professional and online news sources, blogs, images and videos to determine relevancy, foster credibility and maintain openness with each contribution made to the site.

Copyright ©2011 Datran Media. All Rights Reserved.

Contact Information

  • Media Contact:
    Lana McGilvray
    VP Marketing
    Datran Media
    512-857-7303
    Email Contact