Olapic, the company that aggregates user-generated content for brands and places them on product pages, is being acquired by Monotype for $130 million. The announcement came just over a year after Olapic had raised a $15 million round of series B funding – a testament to the fast growth of Olapic and user-generated content.

Brand adoption of user-generated content has been moving at the same rapid pace. In L2’s 2016 Specialty Retail study, brands that posted user-generated photos on their product pages doubled from last year. Meanwhile, adoption of other product page features – reviews, ratings, in-store availability, and product videos – remained relatively stagnant.

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