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BizReport : Advertising archives : July 31, 2012

33Across extends Brand Graph with real-time insights

Social and interest graph operators 33Across are giving marketers superior demographic targeting options with the introduction of 52 new 'social personas'.

by Helen Leggatt

Traditional audience personas are based on static data but 33Across has taken its targeting one step further.

33Across's extended Brand Graph technology now provides marketers with a more accurate and up-to-the-minute way to identify target audiences using real-time audience data.

33Across has added 52 'social personas', a collection of categories that segments audiences by various existing metrics but with one vital differentiator - the application of real-time insights into what consumers are blogging, reading, searching, sharing, and watching across the Internet.

"We operate a social and interest graph of over 1.25 billion users," said Matt Arkin, 33Across President. "Every day we see how social media has fundamentally changed consumer influence and word-of-mouth communication, and just as often, we hear from our clients that they desperately need 'personas 2.0'. Many feel it's irresponsible to target audience segments without factoring the distinct cultural shift we call social into the equation."

Tags: audience targeting, segmentation, social graph, social media, target audience, target profile

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