Twitter has acquired Niche, an ad network that aims to provide the creative community with opportunities to earn cash by connecting them with advertisers.
Niche serves as a digital talent agency of sorts, matching up popular social media stars with companies and brands wanting to target their products and services at similar audiences.
“As we continue to invest in the growing media ecosystem, it’s important to provide a wide variety of tools for content creators to distribute and ultimately manage all of their content,” Twitter Product Management Director Baljeet Singh wrote on Twitter’s blog announcement.
“Niche has been a key partner to both Twitter and Vine over the last year. The company has helped fuel the creator economy by developing leading technology, consisting of free, cross-platform analytics, as well as connecting the creative community directly with the world’s biggest brands.”
Stars on platforms such as YouTube, Instagram and Vine will get the opportunity to team up with some big companies on their advertising, as the successful Hewlett-Packard Vine campaign below demonstrates.
Niche was launched in New York in 2014, managing to raise around $4 million from investors including Advancit Capital, Lerer Ventures and SV Angel. It hasn’t been confirmed quite yet, but Re/code suggests the acquisition price could have been about $30 million.
