NEW YORK, NY — (Marketwired) — 09/24/14 — , the leading mobile ad solution powered by social data from multiple platforms, today announced that it is the first digital advertising company to inform video ad targeting by aggregating an individual–s interests across social channels. With 140 Proof–s Blended Interest Graph technology, video content is selected for users based on who they follow, what they like, where they check in, the kinds of news they share, and other activity across a range of platforms. The autoplay-enabled ads are then displayed across an extensive app network.
Today–s news builds on 140 Proof–s strong history of innovation, which includes launching the first self-serve social advertising platform, the first API for social ads, and the first social ads for mobile. In June, the company was granted a patent for its method of choosing content based on consumer–s activity in social.
“The arrival of a larger screen on the iPhone 6, coupled with recent reports that mobile video activity is up 400 percent over the past two years, signal that the industry is ripe for better ad targeting solutions,” said 140 Proof CEO Jon Elvekrog. “The challenge for mobile video has been that content matching has been slow to evolve. Applying the Blended Interest Graph to video gives brand advertisers not only a powerful tool to ensure their ads are in front of the right audience, but also a powerful analytics engine to better understand the people who engaged with the ad.”
With over 600 million social accounts profiled, 140 Proof is able to report detailed segmentation on the population that engaged with the ad. For example, the company can uncover adjacent interests shared by the target group and can provide data that can be used to inform search, messaging, and targeting on other platforms.
140 Proof created Blended Interest Graph technology to combine public data from social platforms and enable large brand advertisers to target native social ads to groups of people on mobile based on the interests they express in tweets, follows, pins, likes, tumbls, check-ins and the rest of their social activity. Founded in 2010, 140 Proof draws from over 3 billion interest signals every day and has analyzed over 560 million social network users. With reach to 62 million monthly uniques across our platform of apps and sites, 140 Proof has run campaigns for some of the largest brand advertisers, across verticals such as CPG, consumer electronics, technology, entertainment, finance, and more. Offices are located in New York, San Francisco, Chicago, Detroit, Boston, and Los Angeles. More at or follow.
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