mokono, Germany’s largest blog network recently acquired by online publishing group Populis, has bought adnation, a premium blog network that includes 42 high profile German blogs.
The acquisition, for an undisclosed sum, will add 3 million unique monthly users to mokono’s portfolio.
Founded in 2007 by Tanja Haeusler, Johnny Haeusler, Max Winde as well as advertising expert and author Sascha Lobo, adnation was the first marketing agency for blogs in Germany. The adnation portfolio comprises top German blogs including Spreeblick.com, BILDblog and crackajack.de.
mokono is Germany’s largest blog network and one of Europe’s most influential blogging and blog marketing platforms. Its most popular blog portals include blog.de, blog.co.uk and blog.fr. With the acquisition of adnation, mokono’s audience reach has increased to over 17 million unique users per month, 10 million in Germany alone, reinforcing its leading position in the rapidly consolidating German market.
“Bloggers are the most important and influential consumer group online, representing a key target group for advertisers. Until now, the German blogosphere was heavily fragmented and therefore difficult to access. The acquisition of adnation by mokono will facilitate social media advertising campaigns, making the German blogosphere both more accessible and easy to use for potential advertisers,” said Vasco Sommer-Nunes, Managing Director and Co-founder of mokono.
adnation will continue to operate as a showcase for Germany’s premium blogs, with Johnny Haeusler, the company’s co-founder, providing expertise and advice to mokono.
“By joining forces with mokono, adnation blogs will be integrated into a wider European network of blogs and premium media properties. This will significantly increase the blogs’ attractiveness with advertisers and brands alike. The acquisition also helps us to realize our goal of providing more revenue sources for the bloggers on our network, reflecting the quality of the work published every day,” said Johnny Haeusler, Co-founder of adnation.