33Across is a social targeting platform that creates audience segments based on social interactions. Their Brand Graph™ is powered by an algorithm that predicts millions of new prospects. They’re able to track billions of anonymous social engagements, influence, and interest actions that surround brands. The technology can find current fans and then create audience segments who will be the most likely source of new customers/brand loyalists.
Tynt’s technology helps publishers track reader engagement through the old school technique of copy/paste. They automatically add a unique, track-able link back to the page in the copied text. Publishers get the benefit of analytics on how much of their content is being copied, plus their site link is added to the content once its shared. There are currently 500,000 publishers using Tynt’s technology.
What this merger means.
Advertisers will have access to both “interest graph” data on content that is being shared through cutting/pasting and “brand graph” data that helps them find the most relevant users to target with advertising
The data implications of the combined 33Across-Tynt graph will be enormous. The acquisition expands the 33Across data footprint to more than 1.25 billion people worldwide, more than Facebook’s 800 million.
Will brands benefit from this merger?
From a market perspective, the real winners may be the publishers that have been working with Tynt. In addition to seeing what content is most often being shared, they can now predict large sets of new visitors by interpreting social habits and attributes
For brands, using this combined technology can help them determine who comes to their site, how those people share their content and how to find similar users through social network circles. However, if much of this content isn’t text that can be shared using the cut/paste functionality (video, photos, games), this technology may not prove as valuable
Building out audience segments based on user insights and social sharing will likely continue to help advertisers grow their customer-base, but it remains to be seen how much impact Tynt will have within this ecosystem.