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SmartPlanet: The Ghost in ZDNET's Machine
A $1.4M revenue ghost living inside a media giant. What's the real play here?
SmartPlanet.com isn't a company—it's a digital ghost. With just 10 employees and a $1.4M revenue stream, it operates as a content brand owned by Ziff Davis, effectively serving as a niche funnel for enterprise tech readers.
"This isn't a startup. It's a media asset with the footprint of a seed-stage company and the backing of a public entity."
The Corporate Shell
SmartPlanet doesn't operate as an independent business entity. It's a brand license under Ziff Davis, with legal correspondence routed through [email protected]. The entire operation runs on a tech stack that includes Tailwind, Bootstrap, and Vite—standard tools for rapid content deployment, not product innovation.
Traffic Illusion
The site shows zero direct traffic, which means SmartPlanet functions entirely as a sub-brand within ZDNET's ecosystem. It's not a destination—it's a content vertical designed to capture search intent around 'innovation' keywords and funnel users into Ziff Davis's broader advertising machine.
For founders and product leaders, SmartPlanet represents a cautionary tale in brand dilution. It exists as a ghost property, likely maintained for SEO value and brand legacy rather than active growth. The content strategy appears to be repurposed ZDNET articles with a 'future of work' angle.
- Zero organic growth signals—this is a maintenance play, not a growth play
- Social presence is entirely ZDNET-branded, erasing SmartPlanet's identity
- Revenue per employee is $140K—below the threshold for sustainable media ops
Verdict: A Zombie Brand
SmartPlanet is a legacy asset that should either be fully integrated into ZDNET or shut down. It's not driving value—it's just taking up digital real estate.
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Innovation | ZDNET
ZDNET news and advice keep professionals prepared to embrace innovation and ready to build a better future.
Innovation
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About smartplanet.com
ZDNET news and advice keep professionals prepared to embrace innovation and ready to build a better future.
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Technology Stack
smartplanet.com uses 21 technologies across their website including Font Awesome, WordPress, OneTrust, and more.
Fonts
Font Awesome
CMS
WordPress
Privacy & Consent
OneTrust
Advertising
DoubleClick Floodlight, Microsoft Ads, Facebook Pixel
E-commerce & Payments
WooCommerce
Analytics & Marketing
Datadog RUM, Clarity, Google Tag Manager, Google Analytics
Traffic & Audience
smartplanet.com receives approximately 0 monthly visitors. The website has a bounce rate of 0% with visitors viewing an average of 0.0 pages per visit. Users spend an average of 0:00 on the site.
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