Woven uses DoubleClick for Publishers as its ad server and a third-party video player. It has a proprietary CMS called Thread, which Woven’s properties use to tap into trending topics and inform content production. Thread also offers a central repository of data, which Uproxx and others use to measure how video and articles performed.
“Over the last year and a half we've built out the infrastructure to run as a next-gen digital publisher,” Digiaro said. “We’ve built technology to unify it all, and have the support of a video team and 38 editors that cover pop culture news with a male-leaning skew.”
Woven views social platforms as key distribution channels, but they are not its primary focus.
Facebook certainly helped popularize BroBible, in particular. (And editors have spurred social referrals with headlines like “J.J. Watts’ Ridiculous, 5,000-Calorie Per Day Diet Helps Explain Why He’s Such A Freakin’ Beast.”)
But the goal is always to drive traffic back to owned-and-operated sites and apps for direct monetization.
Woven recently hired former Popsugar brand partnerships head Eileen Carty as the company’s first chief revenue officer as it considers more content licensing agreements with traditional and digital media partners.
To support its internally sourced content, the company already has a team of 16 and a head producer hailing from Hollywood.