WordPress VIP is buying content analytics company Parse.ly in a move aimed at boosting its customers’ access to information on how their content performs on social media.
WordPress VIP, which is owned by Automattic Inc., didn’t disclose the terms of the deal, but Automattic Chief Executive
said in an interview that the deal is Automattic’s largest by cost and revenue. Automattic is also the parent of media platforms Tumblr and Longreads.
Companies use platforms like WordPress VIP to publish and manage articles and other content online. The platform can cost companies anywhere from $25,000 a year into seven figures. Automattic also owns blogging site WordPress.com.
The deal will allow customers of WordPress VIP to access data analytics from Parse.ly, whose customers include organizations like the National Basketball Association and Bloomberg. Parse.ly’s customers can see how many people are viewing their content.
Parse.ly customers will gain access to WordPress VIP’s platform.
In adding Parse.ly, WordPress VIP’s customers combined will total around 800, more than half of which will be from Parse.ly, WordPress VIP CEO Nick Gernert said in an interview. Mr. Gernert will run the combined company and the founders of Parse.ly, Andrew Montalenti and
are now a part of WordPress VIP, the company said. Mr. Montalenti will run product and Mr. Kamdar will be head of Parse.ly’s go-to-market strategy, WordPress VIP said.
The deal closes on Monday, a spokesman said in an email.
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