140 Proof is expanding its social ad technology today with the launch of a new format called Native Ads for Social Sites, which allows 140 Proof advertisers to run campaigns on blogging platforms like WordPress and Tumblr.
The company started out by using social data to determine user interests and then use those interests to target ads in social networking apps. The new native ad units also use 140 Proof’s targeting technology, but by expanding to blogs, it’s taking another step towards serving, in the company’s words, “any publisher or media brand that wants to monetize social content, online or on mobile.”
Co-founder and CTO John Manoogian III said the team is particularly excited about Tumblr because many companies — including 140 Proof itself — already have their own Tumblrs and realize that it’s an important way to reach consumers. At the same time, advertising hasn’t really become a big part of the platform — Tumblr only launched its first ad products last year.
Manoogian noted that by delivering the ads in a “native” format, they can be reblogged and shared like any other blog post. He added that there’s already a long list of brands on the waiting list for 140 Proof’s Tumblr ad units, giving the company “a very strong, positive signal Tumblr is ready for this.”
140 Proof will be adding more advertising channels as part of a broader “blended strategy” later this quarter, he said.
140 Proof is the first scalable social advertising platform, reaching over 40 million social users with its Relevance Engine powered by the public Interest Graph. 140 Proof’s Relevance API provides primary revenue streams for premium apps and websites like UserSocial, Echofon, Plume, and HootSuite. The company was founded in 2010 by Jon Elvekrog and John Manoogian III, with Vanessa Naylon, Ryan Matsumura, and Andy Scott. The original idea for 140 Proof sprang from the 2009 social analytics platform Plus One...