Media software company WideOrbit is continuing to expand through acquisition.
The San Francisco-based company, which makes ad management software and automation systems, has acquired Castfire, described as a video and audio publishing platform for managing on-demand media content.
“The acquisition is part of WideOrbit’s ongoing initiative to expand its digital offering to help major media clients drive new revenue,” the company stated. “The integration of Castfire with the Abacast Clarity platform, acquired by WideOrbit in June 2014, will create the first digital on-demand content solution with the capability to dynamically target and insert advertisements based on parameters like device type, geography, day-parting and others.”
WideOrbit CEO Eric Mathewson was quoted saying in the announcement that interest in on-demand content “is skyrocketing, especially for podcasts.” Integration of Castfire with Clarity, he said, will give broadcasters, streaming radio providers and podcasters a more comprehensive solution.