That pitch is also fueling a whole lot of start-ups, who want to piggyback on Facebook’s ascent by helping advertisers shovel money into the site.

Today’s example: Adaptly, which manages Facebook ad campaigns and also helps marketers buy ads on other social platforms, like Twitter and StumbleUpon.

The NYC-based company has raised a $10.5 million B round, led by Valhalla Partners; the company also brought in Time Warner Investments and Vivi Nevo as new investors. Adaptly had previously raised $2.7 million.

The company is run by freakishly young cofounders — Nikhil Sethi, 23, and Garrett Ullom, 22, both fresh out of Northwestern (Ullom didn’t stick around to graduate). Sethi (pictured above) says his company booked $10 million in gross revenue in 2011, and will “greatly exceed that” this year. (Update: That’s actually $10 million in gross bookings, not revenue, Sethi says. Thanks to Steven Kane for the nudge.)

Adaptly has around 50 employees, a bunch of whom have migrated there via Invite Media, the ad tech start-up Google bought in 2010. The two companies share a few other ties: Both have been backed by Philly’s First Round Capital, and Invite CEO Nat Turner has invested in Adaptly as well. Small world.

(An earlier version of this story incorrectly reported that Invite Media was a product of the Dreamit Ventures program.)

Turns out there are lots of us, and we’re not just engaged in a new, postmodern behavior. We’re building valuable data sets for marketers, who would like to know what we’re saying and what we’re watching, and what that means.

Eventually they’ll use that data to show us more ads. And perhaps we’ll comment about those, too.

That is the theory, at least, behind a slew of “second screen” start-ups. And Bluefin Labs, one of the most prominent ones, has just raised another $12 million in a B round led by Time Warner’s investment arm and SoftBank Capital. Earlier investors, who have poured in some $8 million, like Redpoint Ventures and Lerer Ventures, have re-upped.

Bluefin has a fancy-pants pedigree — it uses technology hatched at the MIT Media Lab — but the idea is quite simple. It harvests comments we leave on social networks — primarily on Twitter, and to a lesser degree via Facebook, where more of the data is locked up — and analyzes it to see what we’re saying, and when.

That stuff can be used to create cool infographics like the one on the right, about last Sunday’s Giants-49ers game. But TV networks like CBS, and ad guys like Starcom MediaVest, want the data for themselves, for obvious reasons.

Given that Facebook and Twitter are deep in the ad business themselves, it will be interesting to see what kind of access they provide to the Bluefins of the world down the line. If this gets really big, it seems like they’d want a very active role.

And while we’re on that subject, we should note that Bluefin CEO Deb Roy says his company isn’t using Google+ data yet. Which is interesting, given all of those big user numbers.

Down the road, Roy says Bluefin could expand his business in different directions. He could measure other data points that tell us about the way people are watching TV: What are people saying on blogs? What are they saying when they reach call centers? And he could also measure other mass mediums. But for now, TV will keep him busy.

According to sources close to the situation, Wal-Mart Stores paid just over $300 million in cash for Kosmix.

The six-year-old Mountain View, Calif.-based company–which has built a social media platform that organizes content by topic–has raised $55 million from a large group of Silicon Valley venture firms.

The acquisition by the Bentonville, Arkansas-based retail giant was announced earlier today.

Wal-Mart did not disclose terms of the deal, which is focused on building out its social and mobile e-commerce offerings.

The price for Kosmix is a pricey one to do so, but traditional retailers need to jump into the digital market now dominated by app-happy, smartphone-wielding customers.

Kosmix will join the newly formed @WalmartLabs, the company said.

Kosmix was founded by the team that sold pioneering e-commerce company Junglee to Amazon in 1998.

After that, Venky Harinarayan and Anand Rajaraman raised $55 million in funding from Time Warner Investments, Accel Partners, Lightspeed Venture Partners, DAG Ventures, Bezos Expeditions, and angel investors Jon Miller and Ed Zander.

As eMoney’s Tricia Duryee wrote earlier today:

The company may be best known for powering TweetBeat, which it defines as a real-time social media filter for live events. It also operates Kosmix.com, where people go to discover social content by topic, and it operates RightHealth, which it claims to be one of the top three health and medical information sites by reach.

One interesting aspect of the deal: Accel’s senior partner Jim Breyer–who was not the principal VC in the Kosmix investment–is on the board of Wal-Mart. Presumably, he recused himself from the decision.

The company did not disclose terms of the agreement, but said the acquisition would be instrumental in building out both its social and mobile initiatives.

Kosmix will join the newly formed @WalmartLabs and continue to be based in Silicon Valley, the company said.

Wal-mart said the @WalmartLabs team will work on building out its social and mobile commerce strategy to link together its bricks and mortar stores with e-commerce. Today, Wal-mart operates physical stores in 15 countries and e-commerce businesses in nine countries.

Kosmix was founded by Venky Harinarayan and Anand Rajaraman, who sold their first company, Junglee, to Amazon.com in 1998.

The six-year-old company Kosmix has raised $55 million in funding from Time Warner Investments, Accel Partners, Lightspeed Venture Partners, Dag Ventures, Bezos Expeditions, Jon Miller, and Ed Zander.

In explaining what the company does on its Web site, it writes: “On any given day, people share 830 million items on Facebook, upload 6.1 million photos to Flickr, add 2.1 million minutes of video to YouTube and send 65 million tweets. Kosmix cuts through this noise to find content that matters to you.”

It’s not particularly clear how Kosmix leads to better mobile and social interactions. The company may be best known for powering TweetBeat, which it defines as a real-time social media filter for live events. It also operates Kosmix.com, where people go to discover social content by topic, and it operates RightHealth, which it claims to be one of the top three health and medical information sites by reach.

The transaction is subject to the customary closing conditions; the company anticipates it will close during the first half of this year.

Recently, while I was at a conference in Los Angeles, I caught up with Veoh Founder Dmitry Shapiro.

BoomTown will be focusing a lot on online video this year and Veoh is one of the several online video-sharing sites–a group of smaller players that includes sites like Joost, Hulu, Dailymotion, Vimeo and others that I like to call not-YouTube.

But there are pluses to not being the Google-owned (GOOG) video behemoth, in that major entertainment companies who want to figure out how to put their content online aren’t wondering all day long whether to hug or sue you (or both if you are Sumner Redstone).

Today, for example, the Los Angeles-based Veoh announced that the ABC (DIS) television network would put full episodes of its hot prime-time shows–such as “Ugly Betty” (love it) and “Desperate Housewives” (not so much)–up on the site on a non-exclusive basis.

While Veoh has a lot of short, user-generated material, it has also made a push to get more professional material from big media companies like CBS (CBS)–which wins kudos for being the most promiscuous of networks–on its service.

Interestingly in this deal, media connections seem at play here: Disney-owned ABC is giving over content to Veoh, which has former Disney poobah Michael Eisner as one of its principal investors.

The traffic-type deal is typical–Veoh gets paid to send audience to ABC’s site or gets it to use ABC’s really nice player, and ABC tries to monetize it. Veoh currently says it has 28 million unique monthly visitors.

Of course, Veoh is also trying to figure out that nettlesome monetization issue that all online video sites face, which centers on building audience with the attractive big media content and then getting them to watch other ad-supported fare on its site.

But, as with all video sites, it is still in the early stages and, thus, Veoh got another tidy pile of new funding just two weeks ago to help it muddle through.

That would be $30 million more to add to the kitty of about $40 million previously raised.

Along with existing investors–Shelter Capital Partners, Spark Capital, Goldman Sachs (GS), Eisner’s Tornante Company, Tom Freston’s Firefly3, Time Warner (TWX) Investments and Jonathan Dolgen–Veoh’s latest round included Intel Capital, Adobe Systems (ADBE) and also media and tech investor Gordon Crawford.

I talked to Shapiro, who now serves as Veoh’s chief innovation officer, about the money and more here:

Called “The Comeback Id” (oh, how pun-ny!), the article has gotten a lot of attention for pointing out the rampant speculation that Clinton’s well-known penchant for marital infidelity had returned.

And the reason for that disturbing development, besides Clinton himself? The piece actually placed a good bit of the blame on Clinton’s close friend, grocery magnate and billionaire Ron Burkle (pictured here), who also has been one of the key directors at Yahoo (YHOO) in its takeover fight with Microsoft (MSFT).

It’s a wonder Burkle can focus on the turmoil at Yahoo, given how busy he appears to be in the article corrupting Clinton both personally and–worse–professionally, via some questionable investments the pair had made through Burkle’s Yucaipa Companies.

Writer Todd Purdum paints a decidedly unattractive picture of Burkle, noting even the tasteless nickname of Burkle’s plane these days, in a portrayal so rough that Yahoo CEO Jerry Yang’s tough treatment by the press recently looks like a walk in the park.

Well, almost.

In what amounts to a rant by Carl Icahn (pictured here), The Wall Street Journal gives the billionaire investor lots of room to kvetch about what he thinks of Yang, including asserting that he will oust the Yahoo founder if he wins his proxy fight against the company.

“I am amazed at the lengths that Jerry Yang and the board went to entrench themselves in this situation,” said Icahn.

Apparently, Icahn was the only one who didn’t get the memo that Yahoo has been consistently obstreperous about Microsoft’s many overtures, since–well, let’s do the exact calculations–forever. And a day.

Still, Icahn perseveres and hangs this old entrenched management chestnut on a lawsuit that was recently filed by shareholders that points to the massive and costly severance plan Yahoo sneakily put into place as a ploy to fend off Microsoft.

“It’s no longer a mystery to me why Microsoft’s offer isn’t around,” Icahn said. “How can Yahoo keep saying they’re willing to negotiate and sell the company on the one hand, while at the same time they’re completely sabotaging the process without telling anyone.”

How? By Yang opening his mouth, that’s how, and then doing nothing much.

As a student of this lugubrious style of Olympic dithering, I would point Icahn to Yang’s 100-day Sacred Cow VisionQuest, well before this soap opera got started.

You need to catch up pronto, Carl!

And speaking of people irked by Yang of late, investor Gordon Crawford (pictured here) also made some news yesterday with his investment in Veoh Networks, part of a $30 million round that included Intel Capital and Adobe Systems (ADBE).

Existing investors in the not-YouTube video service–Shelter Capital, Spark Capital, Goldman Sachs (GS), Michael Eisner’s Tornante Company, Time Warner Investments (TWX) and Jonathan Dolgen–also ponied up more money.

Crawford, the SVP of Capital Research Global Investors, manages a massive portfolio, and it is one of Yahoo’s biggest shareholders.

And, unlike Veoh, Yahoo is an investment Crawford has not been happy with recently.

“I am extremely angry at Jerry Yang and at the so-called independent board,” he said in an interview a month ago. “I’m hoping that there is such an outpouring of outrage that the board is embarrassed into revisiting this thing, but I’m not optimistic about that.”

And by independent board, by the way, he meant directors like–you guessed it–Ron Burkle!

At least Burkle’s not to blame for the so-so, lots-and-lots-missing–Google? What Google? (GOOG)–piece in the same Vanity Fair issue, an oral history of the Internet.

Called “How the Web Was Won,” it makes the founding of the world’s most important medium seem awfully dull.

I’d recommend instead–as any sentient being would–the cover story on Angelina Jolie, with this sharp quote from her: “In my father’s generation, the product was 80% of what you were putting into the world, and your personal life was 20%. It now seems that 80% of the product I put out is silly, made-up stories and what I’m wearing.”

Or not wearing, in the case of the pictures of Jolie in this article.