I guess online advertising company Federated Media is in a spending mood. Less than two weeks after its last acquisition, the company has announced that it’s purchased Foodbuzz, a network of 4,400 independent food bloggers.
This seems pretty similar to Federated’s last deal, where it acquired BigTent, a company that helps parents build online communities on the Web. Both companies built a sizable audience without directly employing a large team of writers and editors. Foodbuzz says it reaches more than 14 million users per month.
San Francisco-based Federated Media sells advertising on a number of blogs (including VentureBeat), usually with a focus on customized, “conversational” campaigns. In the area of food, its partners include Serious Eats and Bakerella.
“Food is a universal topic that everyone loves to discuss,” said FM president and chief operating officer Deanna Brown in a press release. “With Foodbuzz, FM can invite brands into the very best of those discussions at significant scale.”
Back in August, Federated announced its first acquisition, the purchase of technology and executives from semantic startup TextDigger. So even though it’s only a few months into the acquisition game, Federated has already announced three deals.
The terms of this latest acquisition were not disclosed. I haven’t found any definite numbers about Foodbuzz’s funding, but a filing with the Securities and Exchange Commission shows that it raised $1 million earlier this year.