Peter Kafka

Recent Posts by Peter Kafka

Now Old Media Wants in on Facebook Marketing, Too: Conde Nast Parent Advance Invests Takes a Flier on Unified

And here’s even more money for Facebook marketing: Unified, a year-old start-up that helps companies buy and manage social ad campaigns, has raised $14 million.

What’s particularly interesting here is the company that accounted for $10 million of the round — Conde Nast’s parent company, Advance Publications.

The money for the deal comes from a $500 million fund Advance set up a couple years ago, which is managed by former Yahoo M&A executive Andrew Siegel. Siegel will take a seat on Unified’s board.

The rest of the round comes via a debt deal with Silicon Valley Bank. The start-up had previously raised about $1.5 million in an angel round.

Unified will function as a media-buying service for advertisers, if that’s what their clients want. But the company is trying to emphasize its analytics/dashboard services, which is supposed to help advertisers figure out how their ad buys are performing across multiple platforms.

Like other social marketing start-ups, the bulk of its business comes from Facebook, but it will also work with Twitter, LinkedIn, YouTube, etc.

Here’s an explainer/teaser video featuring a woman with a Madonna-like British accent:

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