Time Acquires Brandcast

Global media company Time has acquired Brandcast, providers of a no-code platform for creating and managing websites.

Through this acquisition, Brandcast's technology will become Time Sites, joining the company's film and television division Time Studios, a significantly expanded live events business, a Web3 division, a branded content studio, Time's iconic magazine, and digital platforms reaching more than 100 million people around the world, and more.

"Time is the world's most trusted storyteller, and we are excited to work with Brandcast's world-class team to deliver innovative digital experiences that tell our customers' stories at quality, speed, and scale," said Time editor-in-chief and CEO Edward Felsenthal in a statement.

"Becoming part of Time will further enable brands to distribute stunning digital experiences and stories," said Brandcast CEO Ashok Santhanam in a statement. "Our team is energized and committed to helping our customers grow, while using Brandcast's technology to allow Time's customers to succeed in new ways."

Time Sites will provide new opportunities for Brandcast clients and Time partners and develop enterprise solutions for Time's web3 division to support companies looking to enter the web3 space.

This is Time's first acquisition since Salesforce CEO and chairman Marc Benioff and his wife Lynne bought the company in 2018.

"As the walled gardens encroach and the end of the third-party cookie approaches, publishers need to think more like marketers in order to see the value their content drives. Brandcast is able to help advertisers who want to be featured on premium inventory like Time capture and retain crucial first-party data that works across platforms, devices, and channels," says Adam Berkowitz, chief of staff at marketing platform provider LiveIntent. That, he adds, is "important now but crucial in the future."