Publisher engagement startup Insticator bets on commenting with Squawk-It acquisition

Insticator, a startup helping publishers add to their content elements like polls, quizzes and suggested story widgets, has made its first acquisition — a commenting platform called Squawk-It.
InsticatorCEO Zack Dugow said his platform benefits online publishers by keeping audiences engaged and bringing in new ad revenue (which is split between Insticator and the publisher). And he sees commenting as a natural next step toward his goal to become “the main monetization and community e