Maven Acquires Machine-Learning Personalization Leader LiftIgniter

World-class engineering team to lead integration of recommendation engine into Maven’s publishing, social, distribution, subscription and advertising platform

SEATTLE–(BUSINESS WIRE)–Maven today announced it signed and completed the acquisition of Petametrics, Inc., DBA LiftIgniter. This transaction marks the fourth market-leading technology platform closing for Maven (ticker symbol: MVEN) in less than two years.

“Our team’s mission remains unchanged since the early days of digital media, which is to empower great journalism with great technology, material distribution, and monetization,” said Maven founder James Heckman. “LiftIgniter enables and enhances all three of these focus areas. Its powerful personalization technology, together with Maven’s leading edge technology stack, creates a product offering for publishers unmatched in the industry.”

LiftIgniter leverages high-performance machine learning algorithms to determine in-the-moment user interest and intent to produce a personalized online experience.

LiftIgniter provides on-site and in-app content recommendations across hundreds of leading digital properties worldwide, including data from more than 100 million users, in addition to Maven’s 100 million+ users and 300 media brands.

Advertisers demand universal scale, world-class technology, deep data science, and premium content. As the economy collapses around an already challenged digital media landscape, Maven technologies and premium coalition provide independent publishers and journalists a safe haven within a powerful platform, and advertisers direct access to target audiences.

LiftIgniter’s algorithmic approach to distribution amplification was the brainchild of its founder Indraneel Mukherjee, computer science Ph.D. and key contributor to YouTube’s recommendation engine. This platform is now available to Maven’s premium publishers, allowing their viewers to enjoy a more enriched online experience.

“The greater the scale and number of brands, the more powerful and accurate our recommendation engine,” said Mukherjee.

Founded in 2014, LiftIgniter built a name for itself by providing accessible and affordable high-level machine learning for companies of all sizes. That technology, and its underlying design, has become the industry standard for large-scale, supervised machine learning today.

“We are thrilled to join the Maven team and see our technology utilized across such a massive and respected platform,” said LiftIgniter CEO Jon Shalowitz. “Maven tested our technology as a customer, and having them step forward and acquire the company as a result, gives a feeling of validation and accomplishment for our great team at LiftIgniter.”

Existing customers will continue to access LiftIgniter products with the added benefit of additional services from Maven.

About Maven

Maven ( is a coalition of Mavens, from individual thought-leaders to world-leading independent publishers, operating on a shared digital publishing, monetization and distribution platform, unified under a single media brand. Based in Seattle, Maven is publicly traded under the ticker symbol MVEN.


Media inquiries: Glenn Nelson,