Mashable, pioneer in covering the social media scene and resulting Internet culture, is working with LionTree Advisors to explore strategic options.

The current focus, according to a statement from Mashable, is raising capital, rather than the sale of the company.

Mashable

Bloomberg reports that Mashable needs funds to bankroll its expanding video portfolio, which generates 1.6B views a month.

Pete Cashmore, who founded Mashable in 2005, held sale talks with CNN five years ago.

Time Warner, CNN’s parent company, invested $15M in Mashable in 2016 and its Turner Broadcasting unit established a advertising and content partnership with Mashable.

AT&T is acquiring Time Warner in an $85B deal that is currently before federal regulators.