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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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