WordPress VIP Buying Content Analytics Firm Parse.ly

Deal is parent company Automattic’s largest by cost and revenue; terms not disclosed

Companies use platforms like WordPress VIP to publish and manage articles and other content online.

Photo: Jaap Arriens/NurPhoto/Zuma Press
By

Allison Prang

WordPress VIP is buying content analytics company Parse.ly in a move aimed at boosting its customers’ access to information on how their content performs on social media.

WordPress VIP, which is owned by Automattic Inc., didn’t disclose the terms of the deal, but Automattic Chief Executive Matt Mullenweg said in an interview that the deal is Automattic’s largest by cost and revenue. Automattic is also the parent of media platforms Tumblr and Longreads.

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