Time Inc. Buys MySpace Parent Company Viant (theverge.com)

Today, in a surprising turn of events, Time Inc. went back in time 10 years and bought MySpace. Just kidding - there was no time travel. But Time did announce today that they acquired Viant, a company that has a large ad tech business, but also owns other properties, including the old networking site MySpace. Terms of the deal have not yet been disclosed, but Time described the acquisition as "game changing," most likely in regards to Viant's ad-tech business. It remains to be seen what this will do for the future of MySpace ...

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Re:My what?

[Etcetera]

Way back in the primordial ooze of the early-mid 2000's, MySpace actually gained initial notoriety as a place for musicians and bands to congregate. That was one (small) reason why it always had good media functionality (for the time)... Auto-play MP3's, highly visual backgrounds, CSS, etc. (The other 85% of the reason was so that people could post sparkly glitter GIFs...)

When it got re-purchased after Facebook took over both the upper and "lower" classes of the internet social media space, MySpace decided to try to get back to its roots somewhat as a band-catering destination.

Who knows if it'll ever succeed (again) at that, but the battle for general social media presence is long-since over, so they had to do something with it.