Lookery refocuses on its paid ad targeting business
Lookery has gone from selling ads on Facebook applications to selling anonymized user data so online publishers and advertisers can better target ads. Now, the company is going through a further set of changes — beginning to charge for previously-free data reporting tools, and cutting its staff from nine to six people. The story, laid out in detail by cofounder Scott Rafer on the company blog, is perhaps instructive for other web startups trying to… Continue Reading
Appssavvy snags $3.1M to connect advertisers, app developers
Even though social networking companies serve tens of millions of users, there’s still bizarrely little advertising on the most popular sites. Many big agencies and brands have experimented, but they’re still looking for better ways to target the users they want.
The latest company hoping to serve these advertisers is Appssavvy, a startup that sells direct advertising space on social media applications like Flixster, MesmoTV, and Playfish — most of which have a presence on major… Continue Reading
Lookery’s ad data sales business crystallizes, as it raises another $2.25 million
Lookery began life one year ago as a banner advertising network for third party applications on Facebook, with plans to target ads to users based on demographic data. It’s ended up as a company that collects anonymized demograhic data about sites around the web, and sells this information to ad networks in order to help them target ads.
Rivals, like Revenue Science, attempt to track complex user behaviors, and charge five dollars or more per thousand… Continue Reading
Facebook ad network Lookery hits its billion-impression target; Social networking doomed?
Lookery, a company that sells advertising on Facebook, and more recently also other social networks, and other web sites, has been scraping the bottom of the social network advertising barrel, and growing fast. Starting at the end of January, it began guaranteeing Facebook applications and more recently any other web site or widget a cool $0.125 per thousand ad impressions for any traditional banner ad it ran — a trivial amount for so-called cost-per-mille (CPM)… Continue Reading
Social network ad company Lookery raises more seed capital
Lookery, the company that offers an ad network for applications social network companies such as Facebook, has raised another couple hundred thousand in seed capital, the company’s founder Scott Rafer said.
Investors include:
Marc Benioff
Tom Cole (blog)
Reid Hoffman
TAG, which is Saul (blog) and Robin Klein’s (blog) seed fund
Jonathan Miller
Allen Morgan (blog)
Lookery, the company serving ads to Facebook and other social networks, raises $900,000
Lookery, a company serving ads in Facebook and other social networks, has raised a $900,000 seed round of funding, the company said in a statement last week.
It plans to seek a first round of venture capital funding in April.
We’ve covered the company here.
The seed funding came from Charles River Ventures, Reed Hundt and Vikas Taneja.
Facebook developing own ad targeting technology
Facebook, the booming social network company, is quietly creating a technology that would let advertisers target Facebook users based on the “massive amounts of information people reveal” about themselves, according to a story in today’s WSJ.
The new ad plan, reportedly being led by Matt Cohler (pictured top), vice president of strategy and business operations, and Chamath Palihapitiya (pictured below), vice president of product marketing and operations, may produce some serious concerns among some of Facebook’s… Continue Reading
Lookery, the Facebook advertising network…with lots of data
Silicon Valley entrepreneur Scott Rafer (left) has built a new ad company, Lookery, for social network company Facebook he claims will provide advertisers with more detailed data about users than ever.
He’s doing this by serving ads within the applications on Facebook’s platform. Facebook’s terms of service let third-party developers access profile data of users. This is extremely rich information that may cause advertisers to froth at the mouth.
Facebook’s 32 million users, many of them college… Continue Reading