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BizReport : Advertising archives : September 17, 2010

Compass Labs offers targeted ads through widgets

A new release from Compass Labs may help brands in the social space better connect with consumers. The social targeting firm is releasing a new information widget, through which brands and consumers can connect through related content; the tool will be used with the new Seesmic Desktop Platform.

by Kristina Knight

compasslabs.jpg"Compass Labs' ability to interpret and act on conversations happening in the social stream, combined with their unique precision ads targeting capabilities, opens the door to a new level of consumer engagement as well as providing new opportunities for Seesmic plug-ins," said Loic Le Meur, CEO of Seesmic.

More and more social tools are being released to help brands and advertisers engage with consumers in the space. The Compass Labs toolset, called Gadget Buzz, is different because it uses a widget to connect brands and consumers through identified and relevant social media topics or products.

Compass Labs analyzes the natural language of social network posts and then extracts the meaning of the post or topic updates to deliver relevant information - other content, ads or offers.

"The partnership with Seesmic reinforces the value our offerings provide for the social network user as well as for the advertising ecosystem as a whole," said Dilip Venkatachari, CEO of Compass Labs.

How engaged are social consumers? Twitter and Facebook are now pushing nearly as much video referral traffic as major search engines Google and Yahoo, and younger consumers (between agest 18 and 29) spend at least 60% of their online time in social networks. And it isn't just young people who are going social. New information from the "> Pew Research Center indicates that seniors are increasingly turning to social networks to stay up to date with family and friends or to reconnect with old acquaintances.

Tags: Compass Labs, Pew Internet, Seesmic, social marketing, widget advertising, widget content, widgets

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