Time Inc has acquired Viant, a US-based ad tech company and the the owner of former social media king MySpace.
The media company, which publishes titles such as Sports Illustrated and In Style, said it was a "game changer".
“Marketers are selecting media partners that have either data-driven capabilities or premium content; we will be able to deliver both in a single platform, and will stand apart from those that offer just one or the other. In other words, we will be able to deliver advertisers’ messages targeted to optimal audiences across all types of devices, along with the ability to measure ROI," said chairman and chief executive Joe Ripp.
Viant also operates Specific Media, Vindico, Xumo and other ad technology companies.
MySpace was bought up by Specific Media and pop star Justin Timberlake for $35m in 2011, from NewsCorp, which paid $580m for it in 2005.