IAC InterActiveCorp (US)

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Though it is often counted as a digital group in its own right, IAC (or InterActive Corporation) is primarily an umbrella for the diverse portfolio of investments of media mogul Barry Diller, closer in nature to Warren Buffett's Berkshire Hathaway than to integrated digital media groups like Google or Facebook. Several of these have outgrown the umbrella structure for one reason or another and been floated as separate companies. That process kicked off in 2005 when IAC demerged its collection of travel-related businesses into a standalone unit, Expedia Inc. One of these, TripAdvisor, was itself spun out a few years later. In 2008, IAC completed a string of further divestitures, separating out the cable TV service Home Shopping Network (HSN), global ticket agency Ticketmaster, and consumer finance site Lending Tree as standalone companies. They have been replaced by new launches and acquisitions, with the result that IAC still houses more than 150 different online brands and products. The best-known are dating site Match.com and its spin-off service Tinder, video streaming archive Vimeo and irreverent culture and politics commentator The Daily Beast

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Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. Subscribers may access the following website links:

IAC website


Match.com HomeAdvisor
Tinder CityGrid
Vimeo CollegeHumor
DotDash The Daily Beast
Angie's List Dictionary.com

Recent stories from Adbrands Update:

Adbrands Social Media 6th Mar 2019: "Vimeo Can Help". Video hosting site Vimeo - the thinking man's YouTube, you might say - unveiled an excellent collection of promotional films developed by New York agency FIG. There are 14 different vignettes in all, each one depicting a different everyday disaster. Perhaps not so everyday, actually, since one of them involves being swallowed by a whale. In each case, the ad headlines "Vimeo Can Help", with the subsequent disclaimer of "... with your videos". They're all deliciously oddball, stylishly designed and shot. Nice work.

Adbrands Social Media 7th Jan 2019: "Start Something Real". All the dials are turned up to 11 in Marcel's latest campaign for dating site Match (or Meetic as it is known in mainland Europe). The first 20 seconds are positively hyperactive in a rapid-fire debunking of all the different fakeries of modern life; followed by an even more startling change of pace and tone for the main sales message. Yet the pitch here is no less ramped-up. Judging by her enraptured gaze, our blonde protagonist is clearly in dire need of something rather more stimulating than a cup of coffee. Steady on, girls, this is a public place!

Adbrands Weekly Update 3rd May 2018: The biggest news from Facebook's first F8 developer conference was the revelation that the social media giant is to launch a new dating service aimed at the 200m or so users who currently identify themselves as "single" on their profiles. "This is for building real long-term relationships, not just hookups," said CEO Mark Zuckerberg. It's certainly an unexpected development considering Facebook's current issues with privacy. "We're surprised at the timing, given the amount of personal and sensitive data that comes with this territory," said Mandy Ginsberg, CEO of leading dating site operator Match.com, which also owns Tinder and OKcupid. "We understand this category better than anyone. Facebook's entry will only be invigorating to all of us," said her boss Joey Levin, CEO of parent group IAC. "Their product could be great for US-Russia relationships," he added in a dig at the allegations that Russian agents used Facebook to spread electoral discord during the recent Presidential election. Yet jokes aside, the news sent a chill wind through Match.com and IAC investors. Match.com's shares plunged by 22% in the wake of Facebook's announcement, and IAC was down 17%.

Adbrands Weekly Update 11th Jan 2018: Ads of the Week "The Invention of Together". Yes, even Tinder has an ad campaign to launch the New Year. Here's an adorable film from animation house Buck which aims to illustrate the history of dating all the way from prehistory to yesterday afternoon. It's a charming little tale, aimed at repositioning the widely used app as a tool for romance and long-term relationships instead of just hook-ups and one-off dates. 

Adbrands Weekly Update 12th Nov 2015: Interactive group IAC is to issue an IPO of around 14% of the shares in its dating division Match Group, owner of the Match, Tinder, Meetic, okCupid and other online dating brands. The float is expected to raise around $465m to pay down debt and will value Match at around $3bn.

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