Twitter Buys Niche to Match Video Stars With Advertisers
Twitter has acquired Niche, a New York startup that offers advertising deals for social media stars. This is the another acquisition after ZipDial (Twitter Acquires ZipDial) which just came after the markets closed Wednesday. The financial terms were not disclosed by twitter yet, but as reported in Recode the price was “at least $30 million.” This deal directly boost twitter revenues.
Niche was founded by Rob Fishman and Darren Lachtman in 2013 and helps hot creators on platforms like Vine, Instagram and YouTube to make money by matching them with brands that want to reach a similar audience.
Baljeet Singh, Twitter’s director of product management said “Niche has been a key partner to both Twitter and Vine over the last year, The company has helped fuel the creator economy by developing leading technology, consisting of free, cross-platform analytics, as well as connecting the creative community directly with the world’s biggest brands.”
Niche says it now works with more than 6,000 creators. Post-acquisition acquisition, it plans to “continue our commitment to creators: more tools, more platforms, and even more opportunities to team up with the best advertisers in the world.”
Niche acquisition is a good fit for Twitter, potentially bringing it a new way to monetize popular videos on the service, which can now be recorded natively in the Twitter app. Recently, the company announced it would start selling ads on other apps and sites.
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