Beats' acquisition of MOG ultimately carved the company into two pieces, if not quite evenly: it left both the blog content as well as a music-oriented ad network that's popular, if without nearly as much cachet for the technology crowd as the streaming audio. Entertainment outlet Townsquare Media must have seen a bargain in the making given that it just swept in to buy MOG's remaining parts. The deal, which AllThingsD understands is worth $10 million, will see the MOG name wiped for good as the ad network and sites slip into Townsquare's collection. While anti-climactic, it still marks the formal end to a significant chapter in cloud music -- MOG at one point was going toe-to-toe with the likes of Rdio and Rhapsody, and it now exists only as a memory.
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