The most persistent bidder after that turned out to be Specific Media, an Irvine-based digital ad network run by three brothers: Tim, Chris and Russell Vanderhook. The Vanderhooks founded Specific Media in 1999 and not only had an interest in expanding its ad network, but an inventive strategy that News Corp. found appealing.
That strategy: Justin Timberlake.
Timberlake, the pop star and recent actor in “The Social Network,” agreed to take an ownership stake in the company and play a “major role,” according to a news release, in developing a new creative direction for the company.
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