Monday, February 1, 2010

Steelbergs' Brand Affinity Technologies Buys Beeyla

Irvine-based Brand Affinity Technologies, founded by former dMarc founders Ryan and Chad Steelberg, said Monday that it has acquired La Jolla-based Beeyla, a developer of virtual sports collectibles. Financial terms of the buy were not disclosed. Brand Affinity Technologies said the buy will extend its portfolio of endorsement offerings. Ryan and Chad Steelberg sold their last firm, radio adverting technology firm dMarc Broadcasting, to Google in 2006, in a deal which was originally worth over $101M plus up to $1.1 billion in contingent payments. Brand Affinity Technologies contracts with athletes and celebrities, and matches them to advertisers looking for celebrity endorsements on digital advertisements, radio, outdoor, print, and television advertising, as well as appearances.

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