Media6Degrees launches to public

After two years of research and development, Media6Degrees is out of beta and ready for public consumption. The platform, which offers a social graph of the US gives brand marketers scalable customized audiences. In beta testing, the platform was show to turn each $1 spent on the site into $7 in transactional revenue.

by Kristina Knight

"When you have results like these, your first thought is to make some sort of disclaimer like 'results may vary' but frankly these are pretty typical of all of our beta customers," said Joe Doran, Media6°s Founding CEO. "Media6° has found a way to leverage social graph data from all major user-generated content platforms in a privacy and consumer friendly way to help advertisers build massive, customized audiences that respond better to their offers than any other online audience sold by any other new media entity."

The platform works by identifying 'network neighbors' - or consumers who are connected to a company's existing customer - the company found that these 'neighbors' were between two and thirty times more likely to respond to advertising from the company than consumers who were targeted demographically or geographically. Researchers found that these 'linked' consumers were not only friends/acquaintances, but they also held many of the same beliefs and actions. They groups were also more likely to respond to so-called group purchasing - meaning what one member buys another member must buy as well.

No specific consumer or publisher data is used so that privacy can be maintained.

Tags: Media6Degrees, network neighbors, online advertising, social marketing