Adisn, another company that uses “social” data to target ads, raises $1.6 million
Adisn is the latest social data-using ad company to raise venture funding — $1.6 million, from Battery Ventures and angel investors, according to VentureWire. The Long Beach, Calif. company says it is aggregating and analyzing “web conversations,” online profiles, blogs, and user behavior to spot the most meaningful relationships between millions of “seemingly unrelated topics.” It uses this information to target ads that are most relevant to users.
Right now, venture investors are still putting money into many companies that claim to target ads using social data of one sort or another. One, Lotame, raised $13 million this past week; its technology figures out patterns of interests among various groups of users, and lets advertisers serve relevant ads to them. Another, Turn, raised $15 million this past week; it uses both data about types of visitors to a site as well as a site’s content to figure out what ad to serve a given user.
The thing is that there are hundreds of ad networks, ranging from leaders like Advertising.com down to tiny startups, that claim to offer targeting that incorporates such various types of user data. I’d like to hear more about the results, especially from the smaller companies with a lot to prove. (Note: Adisn does sound pretty interesting, and the company says it will be able to get back to me with more, on Monday.)
So, if you’re an online ad company that has metrics to share, please email me: eric at venturebeat dot com. Thanks.
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About the Author, Eric Eldon
Eric currently covers digital media technology and business news, especially what's happening on social networks and their platforms. He also writes and edits stories about venture capital, and lots of other stuff, too. He started at VentureBeat in the spring of 2007, half a year or so after Matt Marshall left his reporting job at the San Jose Mercury News to found the site. Eric previously cofounded a startup called Writewith, that was building editorial software for newspapers and other groups of writers. The startup didn't work out, but he learned a lot.