Lijit Becomes Sovrn, Ramps Hiring In Boulder

Lijit, the online advertising network and software developer which was acquired for $100M by Federated Media back in 2011, is back--this time as Sovrn. According to San Francisco-based Federated Media, it has sold off its content marketing business, and all associated trademarks to that business, to LIN Digital Media, and has renamed itself sovrn Holdings--with its headquarters in Boulder. According to the companies, sovrn will be headquarterd in Boulder, Colorado, with offices in San Francisco and New York, and says is it looking to hire more than 30 people to help grow the business. Walter Knapp has been named CEO of the new company.