Bright Mountain Media, Inc. engages in content creation and advertising technology development that helps customers connect with, and market to, targeted audiences in high quality environments using a variety of digital advertising (ad) formats.
Digital Publishing
The company's digital publishing division focuses on developing content that attracts an audience and monetizes that audience through advertising. The portfolio of owned and operated websites is focused on moms, parenting, families,...
Bright Mountain Media, Inc. engages in content creation and advertising technology development that helps customers connect with, and market to, targeted audiences in high quality environments using a variety of digital advertising (ad) formats.
Digital Publishing
The company's digital publishing division focuses on developing content that attracts an audience and monetizes that audience through advertising. The portfolio of owned and operated websites is focused on moms, parenting, families, and more broadly, women. The portfolio consists of popular websites, including Mom.com, Cafemom.com, LittleThings.com, and MamasLatinas.com. This demographic is highly sought after by brands and their advertising agencies. The company uses internal and external technologies to constantly improve the effectiveness and efficiency of the content it creates. The company's publishing division monetizes its audiences through both direct and programmatic advertising sales.
Advertising Technology
The company's advertising technology division focuses on delivering targeted ads to audiences on owned and operated sites, as well as third party publishers in a cost-effective manner through the deployment of proprietary technologies. Through acquisitions and organic software development, the company has consolidated and plans to further condense key elements of the prevailing digital advertising supply chain by eliminating industry 'middlemen' and/or costly redundancy of services via its ad exchange. By developing its own proprietary technology stack, the company is able to pass along efficiencies to both the demand and supply side of the ecosystem.
The company generates revenue through sales of advertising services which generate revenue from advertisements placed on the company's owned and managed sites, as well as from advertisements placed on partner websites, for which the company earns a share of the revenue. Additionally, the company also generates advertising services revenue from facilitating the real-time buying and selling of advertisements at scale between networks of buyers known as Demand side platforms (DSPs) and sellers known as Supply side platforms (SSPs).
The Solution:
Optimizing the Digital Advertising Supply Chain
Through the company's technology-driven platform, the supply chain is consolidated and condensed into a streamlined, end-to-end solution providing ad buyers and publishers with a sole source capable of delivering products and services to meet their respective needs and objectives without reliance on third-party providers.
Building Platform
The company operates as a digital media holding company for websites in a variety of areas and sectors, including the military and public safety sectors, curated entertainment, and parenting and families. In addition to its corporate website, the company owns and/or manages a portfolio of websites customized to provide its target users with products, information and news that may be of interest to them. The portfolio of owned and operated websites is focused on moms, parenting, families and more broadly women. In addition, up until December 2018, the company operated ecommerce businesses, which it exited to focus exclusively on evolving its business into a full-service digital publishing and advertising technology and solutions company. Since August 2019, the company had completed and vertically integrated three acquisitions as part of its business plan:
Slutzky & Winshman Ltd. doing business as S&W Media Group, which the company subsequently rebranded as Oceanside Media (acquired in 2019);
News Distribution Network, Inc., which the company subsequently rebranded as MediaHouse (acquired in 2019); and
CL Media Holdings LLC, doing business as Wild Sky Media (acquired in 2020).
As consumers shift from traditional cable boxes to Internet-enabled devices and smart televisions, advertising budgets are following. CTV/Over-the-Top (OTT) apps are presenting the opportunity for publishers to not only diversify revenue streams and capitalize on an influx of high cost per acquisition (CPM) ad spends, but also to increase distribution by getting in front of a growing audience on numerous platforms. Leveraging Oceanside's proprietary streaming technology; CTV/OTT app development and monetization experience; and 13 CTV/OTT apps offered on ROKU, Apple TV, Amazon Fire and Android TV; The company has become a one-stop-shop helping existing publishers, content creators and influencers to access connected TV audiences via its SSP. The company enables digital advertisers to reach engaged digital TV audiences while delivering impactful video ad formats and aligning their brands with premium vertical video content. The company's focus is in developing proprietary video content for specific verticals; distributing that content; and securing deals with OTT companies providing for the pre-installation of its CTV/OTT -apps on web-enabled televisions or through an Internet-enabled device, such as ROKU or Apple TV, connected to a conventional television.
Through Wild Sky Media, the company owns and operates parenting and lifestyle brands CafeMom, Mom.com, LittleThings, Revelist, BabyNameWizard and MamasLatinas. This portfolio of established multimedia websites enables Bright Mountain Media to build the next generation of brands that women can identify with while providing advertisers with a packaged target audience to market a broad range of premium branded products and services.
The company's cloud-based platform, referred to as Bright Mountain Network and BrightX (Bright Exchange), also provides advertisers with additional built-in services, including campaign planning and execution, data integration, optimization, ad placement verification, cross-device targeting and fraud detection, among other functions.
Moving forward, the company plans to continue seeking complementary companies and technologies to acquire with a primary focus on DSPs, SSPs, ad exchanges, ad servers and DMPs. In addition, the company plans to continue to implement organic growth initiatives centered on the design and development of software products that will enhance and support its expanding platform and business operations - all capabilities that will increase revenues and improve gross profit margin on sales.
The company's advertisers benefit from the high level of granularity, transparency and accountability its platform provides for their ad campaigns and marketing budgets. Publishers, including its owned and operated websites and CTV apps, benefit from capturing a larger share of the total ad spend.
Customers
The company's customers are advertisers, advertising agencies and advertising service organizations seeking to have their respective advertisements placed on one of the many platforms serviced by the company.
Regulatory Environment
To comply with the Children's Online Privacy Protection Act (COPPA), the company has taken various steps to implement a system that flags seller-identified child-directed sites to buyers; limits advertisers' ability to serve interest-based advertisements; helps limit the types of information that its advertisers have access to when placing advertisements on child-directed sites, and limits the data that it collects and uses on such child-directed sites.
The GDPR sets out higher potential liabilities for certain data protection violations, as well as a greater compliance burden for the company in the course of delivering its solution in Europe. Among other requirements, the General Data Protection Regulation (GDPR) obligates companies that process large amounts of personal data about European Union (EU) residents to implement a number of formal processes and policies reviewing and documenting the privacy implications of the development, acquisition, or use of all new products, technologies, or types of data.
Additionally, the company's compliance with its privacy policy and its general consumer privacy practices are also subject to review by the Federal Trade Commission and state regulators.
Beyond laws and regulations, the company is also members of self-regulatory bodies that impose additional requirements related to the collection, use, and disclosure of consumer data, including the Interactive Advertising Bureau (IAB), the Digital Advertising Alliance, the Network Advertising Initiative, and the Europe Interactive Digital Advertising Alliance.
Competition
The company's competitors include Verizon Media, AppNexus, Pubmatic, The Arena Group, Dot Dash Meredith, and Future PLC, among others.
History
The company was founded as a Florida corporation in 2010. It was formerly known as Bright Mountain Holdings, Inc. and changed its name to Bright Mountain Acquisition Corporation in 2014. Further, the company changed its name to Bright Mountain Media, Inc. in 2015.
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