Glam Holdings, owner of Mode Media, BrideClick, and Glam Inc, has acquired Carbon DMP to create a new AI & data platform for publishers to be launched under the Carbon brand in July 2020.

The acquisition comes as the latest step in Glam Holding’s vision of creating a technology offering to revolutionise the current publishing landscape, having made a number of acquisitions in the past few years.

Realising that publishers often lack insight into revenue being generated at the user, page and content level, Glam Holdings began building a real-time revenue measurement and attribution platform. After frustration with different established data management platforms, Glam set about looking for alternative solutions. Carbon was the technology that claimed the top spot, and it became apparent there was huge potential to develop beyond just a vendor relationship, with Carbon’s vision very aligned with that of Glam Holdings.

Carbon’s unrivalled taxonomy, and monetization offering was exactly what we were looking for and we were keen to move into a more strategic partnership.


Pete Danks, Carbon CEO, who will lead the combined business said:

Merging the two platforms allowed us to plan something bigger than the sum of its parts, and solve problems for publishers in a way nobody else can legitimately point to right now.


Both Carbon and Glam come from publishing businesses, so everything being built by the combined group is based on the understanding of challenges that publishers face. Once live, the combined entity will process almost 1 billion users every month, transacting over 2 billion daily data points in real-time.

Our mission will be based around adding tangible value to the publishing space – we will be evolving well beyond the DMP space to become a partner across the entire revenue operation


Carbon’s relaunch is scheduled for early July and it will include significantly updated real-time revenue measurement & attribution analytics and enhanced monetization offerings, within a compliant framework unreliant on 3rd party cookies. The company, led by Danks, will include a powerhouse of digital talent, including award-winning data-scientists based in Teesside as well as offices in London, New York, Hyderabad and Perth (Australia).

Carbon is now part of Magnite.