"Increasing the amount of times a brand is mentioned on third-party websites helps increase AI visibility, said Noah Greenberg, co-founder and CEO of Stacker, a startup that distributes sponsored content from big brands like DoorDash, Unilever and Redfin to thousands of publishers across the web."
"OpenAI's acquisition of TBPN, reportedly for low hundreds of millions, underscores just how much the company is willing to pay to shape the public conversation on AI in the agent era."
"Media investments don't always play out the way brands expect them to, in part because the acquisition sometimes inadvertently weakens the media company's core business or brand equity."
"Penn National famously sold Barstool back to its founder Dave Portnoy less than a year after buying it for $1, as Barstool couldn't accept gaming ads from rival casinos after it joined Penn."
Acquisitions of media companies by large brands aim to enhance visibility and customer engagement. OpenAI's acquisition of TBPN highlights the investment in shaping AI discourse. Historical examples include Plaid's acquisition of a fintech newsletter and Robinhood's purchase of MarketSnacks. However, such media investments can backfire, as seen with Penn National's quick sale of Barstool Sports due to conflicts with advertising. The strategy of acquiring media can reduce risks associated with brand visibility.
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