New ad platform for the social web
Los Angeles-based Sometrics has launched an ad serving technology specifically engineered for the social web.
Published: 05 Jun 2008
Los Angeles-based Sometrics has launched an ad serving technology specifically engineered for the social web.
The platform incorporates social targeting capabilities that help developers monetise the social web – increasing revenue by hyper-targeting their ads within the major social networking communities and niche sites.
The ad platform includes ad hosting, serving and precision-targeting using the most relevant and effective audience analysis available. The platform is coupled with Sometrics' social analytics solution, which was created expressly to track and analyse traffic, demographics, interests and actions within the social web.
According to the company, Sometrics goes beyond typical analytics to track social actions after the ads are served, helping developers know exactly who's engaging and optimise their ad networks accordingly. It can target by demographics, geography and social interests (music, sports, etc.), within the major social networking communities and to the far reaches of ultra-targeted niche sites, as well.
Sometrics CEO Ian Swanson said, the company is giving developers the tools to help them know more about their audiences and better target their ads to increase revenue.
Swanson added, "We've combined our analytics with ad serving technology, two solutions designed specifically for the social web. What developers get is social intelligence – a deep understanding of who's doing what within social networking websites and applications. The result is precision-targeted, more effective advertising within the massive playground that is the social web – a world that's been frustratingly hard to quantify and monetize until now."
Sometrics is the first recipient of capital from the Mail Room Fund, an investment consortium that combines big Hollywood (the William Morris Talent Agency) with Silicon Valley (Accel and Venrock). The funding round also included AT&T and Greycroft Partners.