Social media audience data provider Media6Degrees has closed a $17 million second round from Menlo Ventures, U.S. Venture Partners and Venrock. The New York company, which emphasizes ad targeting through anonymous URL data—and not through users’ social graph, as I had assumed—as opposed to catering to advertisers’ traditional reliance on demographics data, will use the new capital to invest in building up its staff and improving its technology. The company also wants to extend its focus from performance-based display ads to optimization services for both marketers and publishers.
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