Nearly a year after its long-planned launch, web-based TV creative ad agency Spot Runner is phasing out its Malibu Media Platform, paidContent has learned. Instead, the Los Angeles-based company wants to shift its focus and resources to the existing Marketing Services business. In addition to running customizable ads, Marketing Services also runs data and analytics and sales support. As Spot Runner winds down Malibu, it will explore “strategic alternatives” for that business, such as a possible sale of the unit or a strategic partner.
In a statement, Spot Runner told paidContent, “The Marketing Services business remains strong and will continue to effectively serve its national and regional clients and offer creative and brand strategy; data-driven, multi-channel media planning and buying; and turn-key data modeling and analytics. We have received great feedback from the industry for Malibu and accomplished our goals of securing a significant amount of inventory from major media owners, obtaining participation from top tier agencies and generating revenue on the platform. Based on that foundation and progress, we are now exploring strategic alternatives for Malibu.”
The introduction of the Malibu media buying platform was viewed as a complement to Spot Runner