33Across collects social data, lots of it, and sells it to publishers. It operates a ‘social graph’ that tracks the activities of 1.25 billion internet users worldwide, and the sheer size of this data hoard is the main thing that earned the company a client portfolio of 375 Fortune 1000 marketers to the offering.
This week the company extended its Brand Graph technology with the addition of 52 ‘Social Personas.’ As the name suggests this offering bundle is a collection of categories that divides audiences by demographics, location and other metrics, but there’s one twist that 33Across says make its solution is superior to more the traditional variations: they are based off real-time data, and not static information.
Combined with the startup’s existing network, these Personas can prove to be very valuable for marketers. Agencies can identify millions of potential customers based on any number of parameters, and they can keep track of those customers and changes in demographics. Here’s an overview of these key features:
- “Targeted Reach: Social Personas include predetermined audiences deemed “ideal” based on a combination of social, demographic, and psychographic qualities they share
- Massive Scale: Attributed to 33Across’s enormous social graph, Social Personas are scalable—a feature of persona marketing that advertisers have long-loved
- Real-time Insights: Social Personas come equipped with highly actionable insights into what consumers are blogging, reading, searching, sharing, and watching across the web in real-time.”
33Across also noted that this sort of targeting not only makes it easier to find customers, but it can also cut unnecessary expenses on ads that won’t attract any eyeballs.
Last week the startup raised $13.1 million in a third round of funding led by Pelion Ventures with participation from existing backers Flybridge Capital, Greycroft Partners and about half a dozen other VCs.