Home Social Media ShareThis Acquires Socialize To Close The Revenue Loop Around Mobile And Social

ShareThis Acquires Socialize To Close The Revenue Loop Around Mobile And Social

SHARE:

kurt-abrahamsonSocial data analytics provider ShareThis has raised a $23 million third round and has wasted no time spending a chunk of that cash by purchasing Socialize.

Socialize creates tools for app developers who want additional social functions attached to their works. The point of the deal, details of which were undisclosed, is to give ShareThis a “unified platform” that incorporates desktop, mobile web browser and in-app experiences. Read the release.

“We’ve seen mobile sharing traffic double over the past year so there’s a massive opportunity to combine our deep knowledge of social audiences and the most engaging content to create truly compelling mobile ad executions,” said ShareThis CEO Kurt Abrahamson, in a statement. “The acquisition of Socialize and our new round of funding will accelerate our efforts to deliver an enhanced digital advertising solution for brands, content optimization offerings for publishers and of course, the choice and flexibility consumers want in sharing content that moves them.”

A former Google AdSense exec, Abrahamson was installed as CEO in July 2011. He was previously head of SocialMedia.com, before it was sold to e-commerce player LivingSocial. Since that time, mobile and social consumer usage have continued to surge, but advertisers’ ability to make sense of both fields has lagged.

The entrance of companies like Salesforce, which bought social marketing on-ramp Buddy Media, and Oracle, which acquired Vitrue, prove there is a demand for enterprise solutions in the social arena. And a company that can tie in mobile to that right now will have a head start, even if revenues in the space are still a mere fraction of the wider online world. (In 2012, mobile ad revenues had an estimated 2.4% share of total ad spending, but are expected to rise to 11% by 2016, eMarketer forecasted late last year.)

Any successful attempt to bridge mobile, social and advertising will necessarily be achieved with assistance from consumer data, and ShareThis’s pledge to measure engagement is an attractive-sounding proposition. The company’s “SQI” — Social Quality Index — rates the volume of social sharing and clicks across all of ShareThis’s publishers. The tool is intended as a guide for the buy side in bidding on inventory where users are more engaged by how much clicking and mousing over is done. It is also being sold to publishers as to help them better set pricing floors for sharable content.

The purchase of Socialize could help bolster ShareThis’s marketing message to both the buy side and sell side fairly evenly.

Socialize claims its functions have been integrated into “hundreds of iOS and Android apps,” which have been installed on more than 67 million devices. ShareThis’ SQI will be incorporated directly into Socialize’s social tools for mobile app developers. For example, publishers will be able to use ShareThis to get specific sharing analytics on desktop and mobile in a single dashboard.

“Mobile app users typically have no idea who the other users of the same app are,” said Daniel Odio, Socialize’s chief. “It’s like everyone’s in the same room…with the lights off. We ‘turn the lights on’ by allowing users of the same app to socialize with each other and have vibrant conversations and engagement between users around shared interests. Together with ShareThis, we’ll enable app users to easily extend activity out to Facebook, Twitter, Google+ — any social channel of their choice, in addition to socializing in-app regardless of friend status.”

Must Read

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.