Peter Kafka

Recent Posts by Peter Kafka

Goldman Sachs Bets $20 Million on a Facebook-Powered Media Buying Platform

Networked Insights, which helps marketers buy media using data it culls from social networks, has raised a $20 million round led by Goldman Sachs.
The Madison, Wis.-based company, which says it helps allocate $5 billion in marketing spend, has now raised $30 million since 2007. Its client list includes Samsung, Kraft and MTV Networks.
Networked Insights competes with several start-ups selling analytics services that are supposed to help buyers optimize their marketing mix; earlier this year, for instance, Los Angeles-based MarketShare raised $32 million from Elevation Partners. Networked Insights’ pitch is that it is particularly good at picking up cues from Web users on sites/networks like Facebook and Twitter, so that it can help marketers steer their money into some underappreciated, cost-effective buys.


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I think the NSA has a job to do and we need the NSA. But as (physicist) Robert Oppenheimer said, “When you see something that is technically sweet, you go ahead and do it and argue about what to do about it only after you’ve had your technical success. That is the way it was with the atomic bomb.”

— Phil Zimmerman, PGP inventor and Silent Circle co-founder, in an interview with Om Malik