Terms of the purchase were not disclosed, but Forbes reported that the deal values Jukin at more than $100 million.
The deal will combine Jukin’s library of more than 70,000 licensed user-generated clips with Trusted Media brands such as Reader’s Digest, Taste of Home and Birds and Blooms.
Jukin’s operations will remain in Los Angeles, and Co-Chief Executives Jonathan Skogmo and Lee Essner will continue to oversee the company’s 270 employees.
Jukin obtains user-generated clips for use by advertisers, digital publishers, TV shows and other entities. It uses proprietary software to identify videos that might go viral, then negotiates licensing agreements with the creators.
The company licensed the “Pizza Rat” video clip and meme that was shared and viewed millions of times in 2015 on Instagram, Twitter and YouTube.
Trusted Media, formerly Reader’s Digest Association Inc., is headquartered in New York.
The company said the Jukin acquisition aligns with its rebranding goals, which include a focus on a wide spectrum of media platforms such as digital content, social media, video and more.
Trusted Media considers companies like BuzzFeed Inc. and Group Nine Media to be its primary competition in the digital space.
