ZEFR Acquires Social Influencer Startup Engodo

The acquisition will enable the video monetization platform to extend its digital ad expertise

ZEFR, a video monetization platform, acquired social influencer advertising platform Engodo on Tuesday.

The acquisition will enable ZEFR to extend its online video advertising expertise beyond YouTube to a wide range of other social platforms. Engodo connects brands, agencies and media buyers with publishers producing content for various networks, including blogs and social media channels. The financials on the deal were not disclosed.

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Engodo founders Trygve Jensen, Brock Luker and Neal Williams will join ZEFR as part of the acquisition.

ZEFR’s BrandID technology helps brands and advertisers engage with their fans and influencers. ZEFR also manages and monetizes professional rights for major studios and labels in part by flagging copyrighted content used on the web and allowing the owners to monetize it rather than issue cease-and-desist orders.

“ZEFR is making some big moves this year, including extending our reach to include additional social platforms like Instagram, Vine and Snapchat with the acquisition of Engodo,” ZEFR co-founder Zach James said. “We’ve experienced tremendous growth around our BrandID product, and we were ready to expand cross-platform. We identified the premiere technology leaders in the space and Engodo was the perfect partner for us.”

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The company, formerly called MovieClips.com, recently sold the MovieClips brand to Comcast’s Fandango in April. The company also generated a $30 million round of funding in February led by Institutional Venture Partners. While ZEFR is categorized as a multi-channel network (MCN), it relies less on being in the advertising and media business and more on its status as an enterprise software company.

“ZEFR is the thought leader connecting brands and fans through technology. We knew we could do more with ZEFR and we wanted to be part of that growth,” Jensen said. “The opportunity provided by combining ZEFR’s leadership and Engodo’s assets completely changes the landscape of influencer marketing.”