Here is a good post about this deal by Robert Andrews in the Guardian. He may be right and this deal is all about content marketing (although I think a large part of it may also be about the acquisition of a behavioural data pipeline). Problem is – in the social space, people don’t want content as I have previously written, they want information.
The term native advertising is also a misnomer – a wolf in relatively transparent sheep’s clothing would be a better description.
Also – $1.1 billion for a business with $13 annual revenues? Only a drowning man will pay that much for a straw.