Click here to close now.


Mobile IoT Authors: Flint Brenton, Sanjay Zalavadia, Dana Gardner, John Basso, Liz McMillan

News Feed Item

140 Proof Launches Social Ad Platform for Premium Media Brands

140 Proof Platform now enables media companies to advertise directly to their millions of fans and followers across all digital devices; announces partnership with Atlantic Media Company

SAN FRANCISCO, Nov. 30, 2012 /PRNewswire/ -- Social advertising company 140 Proof today rolled out the next phase of its open platform initiative with the launch of 140 Proof Platform for premium media brands, working with well-known original content creators and distributors in digital, print, and TV, including the Atlantic Media Company. The offering enables content publishers to monetize their social audience for the first time across the digital social layer, spanning any screen or device.


Premium media brands have used social networks to expand their digital presence beyond their owned and operated properties, and they are now pushing out daily content in the form of social posts and other content to a large, high-value audience of millions of fans and followers. For example, ESPN properties have over 30 million combined followers on Twitter – rivaling the monthly audience of visitors to But while social advertising platforms like 140 Proof, Facebook, and Twitter are monetizing branded media content and social audiences at the point of consumption, media companies have not been able to do the same.

With 140 Proof Platform, premium media brands can now monetize their content and audience in social feeds, sites and apps for the first time, in addition to their traditional "owned and operated" properties and advertising inventory. Using 140 Proof Platform, digital publishers will also be able to enrich targeting and ad offerings on their own sites and apps with rich social data and native social ad units.

140 Proof Platform enables digital publishers to monetize their social content and audiences in the following ways:

  1. Social Audience Extensions: Media brands can offer social ad and audience extensions off-site to their existing advertisers – targeted and delivered via 140 Proof Platform.
  2. Native Social Ad Units: Media brands can integrate 140 Proof native social ads on their own properties, anywhere there is a curated stream of tweets, updates, pins, or other social posts. IAB standard and Rich Media units are also supported. All 140 Proof-served advertising is highly targeted based on the company's Interest Graph Targeting™ technology.
  3. Interest Graph Targeting: Publishers can also use 140 Proof's Interest Graph Targeting to enhance their own social advertising offerings and site-served display campaigns.

Atlantic Media Company is using 140 Proof Platform to create new ad inventory and products, expanding its offerings for advertisers and enhancing the ability to reach readers. Working with 140 Proof, Atlantic Media Company, including The Atlantic, Quartz, National Journal, Government Executive and Think Custom Media, will now be able to target and deliver ads to the millions of followers and fans of its brands, titles, and journalists across the social sites and apps where their content is discovered and shared. Atlantic Media Company will also have the ability to use 140 Proof Platform to reach social audiences with similar interests to their own followers – for example The Atlantic could customize their social audience to include followers of @Gates Foundation, the keyword "sustainability", and #Earth Day to support a given advertiser or campaign.

"Readers of The Atlantic and its sister publications are highly engaged on social platforms like Facebook and Twitter, extending the reach and longevity of our articles in a wholly organic way. I'm excited to work with 140 Proof to further engage our audience on behalf of our advertising partners, reaching them in new places where they may discover and share our compelling custom blog posts, videos, infographics, and more," said Jay Lauf, Publisher of The Atlantic and Senior Vice President/Group  Publisher of Atlantic Media Company.

"At 140 Proof we've been monetizing high-value social audiences built by premium media brands for years, as have other social advertising platforms like Facebook and Twitter. That said, we've reached a tipping point in scale and adoption that makes this the right move on behalf of publishers, particularly as ad budgets continue to shift to social. Digital publishers need an option to monetize their social audience themselves. Social advertising demand is growing faster than the current offerings can meet – so we're excited about the timing and opportunity in releasing this capability from 140 Proof Platform," said Andy Scott, co-founder and CRO at 140 Proof.

140 Proof launched its open platform initiative in May, which for the first time allowed select agencies, brands and media partners to use the company's Interest Graph Targeting and network of social sites and apps to deliver rich, targeted ads with social actions. Initial launch partners included mobile technology leaders such as JumpTap, Celtra and OneLouder. 140 Proof is now extending the reach of its open platform initiative to premium media brands.

140 Proof Platform is powered by proprietary interest graph technology. Growing at a rate of over two billion data points per day, the interest graph is composed of publicly available online social data such as Likes, Follows and the connections between people brands, products, and influencers. 140 Proof measures the social spectrum of interests, capturing signals from Facebook, Twitter, Google+, Foursquare, Pinterest, Instagram and other social sites to enable any media property to deliver relevant, high performing social ads.

About 140 Proof
140 Proof is the leading Social Advertising service, providing brand advertisers a simple and effective way to reach millions of consumers primed to discover and share. The company delivers highly targeted, native, sharable ads across the millions of web, smartphone, and tablet sites and apps connected to Twitter, Facebook and other social networks. 140 Proof's Interest Graph targeting utilizes stream-analysis technologies to match ads to the target audience based on public social cues like who they follow and keywords in their feeds. The solution is Native – optimized for Social and additive to the user experience, including both stream, standard and rich media units. Social is everywhere – 140 Proof is headquartered in San Francisco and has additional field offices in New York, Los Angeles, Chicago, Dallas and Detroit. More at

SOURCE 140 Proof

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

@ThingsExpo Stories
The Internet of Everything is re-shaping technology trends–moving away from “request/response” architecture to an “always-on” Streaming Web where data is in constant motion and secure, reliable communication is an absolute necessity. As more and more THINGS go online, the challenges that developers will need to address will only increase exponentially. In his session at @ThingsExpo, Todd Greene, Founder & CEO of PubNub, exploreed the current state of IoT connectivity and review key trends and technology requirements that will drive the Internet of Things from hype to reality.
Two weeks ago (November 3-5), I attended the Cloud Expo Silicon Valley as a speaker, where I presented on the security and privacy due diligence requirements for cloud solutions. Cloud security is a topical issue for every CIO, CISO, and technology buyer. Decision-makers are always looking for insights on how to mitigate the security risks of implementing and using cloud solutions. Based on the presentation topics covered at the conference, as well as the general discussions heard between sessions, I wanted to share some of my observations on emerging trends. As cyber security serves as a fou...
Continuous processes around the development and deployment of applications are both impacted by -- and a benefit to -- the Internet of Things trend. To help better understand the relationship between DevOps and a plethora of new end-devices and data please welcome Gary Gruver, consultant, author and a former IT executive who has led many large-scale IT transformation projects, and John Jeremiah, Technology Evangelist at Hewlett Packard Enterprise (HPE), on Twitter at @j_jeremiah. The discussion is moderated by me, Dana Gardner, Principal Analyst at Interarbor Solutions.
Too often with compelling new technologies market participants become overly enamored with that attractiveness of the technology and neglect underlying business drivers. This tendency, what some call the “newest shiny object syndrome” is understandable given that virtually all of us are heavily engaged in technology. But it is also mistaken. Without concrete business cases driving its deployment, IoT, like many other technologies before it, will fade into obscurity.
With all the incredible momentum behind the Internet of Things (IoT) industry, it is easy to forget that not a single CEO wakes up and wonders if “my IoT is broken.” What they wonder is if they are making the right decisions to do all they can to increase revenue, decrease costs, and improve customer experience – effectively the same challenges they have always had in growing their business. The exciting thing about the IoT industry is now these decisions can be better, faster, and smarter. Now all corporate assets – people, objects, and spaces – can share information about themselves and thei...
The Internet of Things is clearly many things: data collection and analytics, wearables, Smart Grids and Smart Cities, the Industrial Internet, and more. Cool platforms like Arduino, Raspberry Pi, Intel's Galileo and Edison, and a diverse world of sensors are making the IoT a great toy box for developers in all these areas. In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists discussed what things are the most important, which will have the most profound effect on the world, and what should we expect to see over the next couple of years.
Discussions of cloud computing have evolved in recent years from a focus on specific types of cloud, to a world of hybrid cloud, and to a world dominated by the APIs that make today's multi-cloud environments and hybrid clouds possible. In this Power Panel at 17th Cloud Expo, moderated by Conference Chair Roger Strukhoff, panelists addressed the importance of customers being able to use the specific technologies they need, through environments and ecosystems that expose their APIs to make true change and transformation possible.
Growth hacking is common for startups to make unheard-of progress in building their business. Career Hacks can help Geek Girls and those who support them (yes, that's you too, Dad!) to excel in this typically male-dominated world. Get ready to learn the facts: Is there a bias against women in the tech / developer communities? Why are women 50% of the workforce, but hold only 24% of the STEM or IT positions? Some beginnings of what to do about it! In her Day 2 Keynote at 17th Cloud Expo, Sandy Carter, IBM General Manager Cloud Ecosystem and Developers, and a Social Business Evangelist, wil...
PubNub has announced the release of BLOCKS, a set of customizable microservices that give developers a simple way to add code and deploy features for realtime apps.PubNub BLOCKS executes business logic directly on the data streaming through PubNub’s network without splitting it off to an intermediary server controlled by the customer. This revolutionary approach streamlines app development, reduces endpoint-to-endpoint latency, and allows apps to better leverage the enormous scalability of PubNub’s Data Stream Network.
Microservices are a very exciting architectural approach that many organizations are looking to as a way to accelerate innovation. Microservices promise to allow teams to move away from monolithic "ball of mud" systems, but the reality is that, in the vast majority of organizations, different projects and technologies will continue to be developed at different speeds. How to handle the dependencies between these disparate systems with different iteration cycles? Consider the "canoncial problem" in this scenario: microservice A (releases daily) depends on a couple of additions to backend B (re...
I recently attended and was a speaker at the 4th International Internet of @ThingsExpo at the Santa Clara Convention Center. I also had the opportunity to attend this event last year and I wrote a blog from that show talking about how the “Enterprise Impact of IoT” was a key theme of last year’s show. I was curious to see if the same theme would still resonate 365 days later and what, if any, changes I would see in the content presented.
Apps and devices shouldn't stop working when there's limited or no network connectivity. Learn how to bring data stored in a cloud database to the edge of the network (and back again) whenever an Internet connection is available. In his session at 17th Cloud Expo, Ben Perlmutter, a Sales Engineer with IBM Cloudant, demonstrated techniques for replicating cloud databases with devices in order to build offline-first mobile or Internet of Things (IoT) apps that can provide a better, faster user experience, both offline and online. The focus of this talk was on IBM Cloudant, Apache CouchDB, and ...
Container technology is shaping the future of DevOps and it’s also changing the way organizations think about application development. With the rise of mobile applications in the enterprise, businesses are abandoning year-long development cycles and embracing technologies that enable rapid development and continuous deployment of apps. In his session at DevOps Summit, Kurt Collins, Developer Evangelist at, examined how Docker has evolved into a highly effective tool for application delivery by allowing increasingly popular Mobile Backend-as-a-Service (mBaaS) platforms to quickly crea...
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York and Silicon Valley. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 17th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound cha...
Internet of @ThingsExpo, taking place June 7-9, 2016 at Javits Center, New York City and Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 18th International @CloudExpo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world and ThingsExpo New York Call for Papers is now open.
The cloud. Like a comic book superhero, there seems to be no problem it can’t fix or cost it can’t slash. Yet making the transition is not always easy and production environments are still largely on premise. Taking some practical and sensible steps to reduce risk can also help provide a basis for a successful cloud transition. A plethora of surveys from the likes of IDG and Gartner show that more than 70 percent of enterprises have deployed at least one or more cloud application or workload. Yet a closer inspection at the data reveals less than half of these cloud projects involve production...
Cloud computing delivers on-demand resources that provide businesses with flexibility and cost-savings. The challenge in moving workloads to the cloud has been the cost and complexity of ensuring the initial and ongoing security and regulatory (PCI, HIPAA, FFIEC) compliance across private and public clouds. Manual security compliance is slow, prone to human error, and represents over 50% of the cost of managing cloud applications. Determining how to automate cloud security compliance is critical to maintaining positive ROI. Raxak Protect is an automated security compliance SaaS platform and ma...
In his keynote at @ThingsExpo, Chris Matthieu, Director of IoT Engineering at Citrix and co-founder and CTO of Octoblu, focused on building an IoT platform and company. He provided a behind-the-scenes look at Octoblu’s platform, business, and pivots along the way (including the Citrix acquisition of Octoblu).
There are over 120 breakout sessions in all, with Keynotes, General Sessions, and Power Panels adding to three days of incredibly rich presentations and content. Join @ThingsExpo conference chair Roger Strukhoff (@IoT2040), June 7-9, 2016 in New York City, for three days of intense 'Internet of Things' discussion and focus, including Big Data's indespensable role in IoT, Smart Grids and Industrial Internet of Things, Wearables and Consumer IoT, as well as (new) IoT's use in Vertical Markets.
Today air travel is a minefield of delays, hassles and customer disappointment. Airlines struggle to revitalize the experience. GE and M2Mi will demonstrate practical examples of how IoT solutions are helping airlines bring back personalization, reduce trip time and improve reliability. In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect with GE, and Dr. Sarah Cooper, M2Mi’s VP Business Development and Engineering, explored the IoT cloud-based platform technologies driving this change including privacy controls, data transparency and integration of real time context with p...