SOURCE: Adaptly

April 19, 2011 13:38 ET

UPDATE: Social Advertising Simplified: Adaptly Enables Agencies and Brands to Buy Across the Social Web at Scale

Adaptly Secures New Funding; Advisory Board Members Include Executives From Groupon, Invite Media, Ogilvy

NEW YORK, NY--(Marketwire - Apr 19, 2011) - Advertisers and agencies are now able to deliver billions of impressions across the entire social web with one simplified media buy. Adaptly, the easiest way to advertise across social networks, has secured $2.7 million in funding and has delivered campaigns for major agencies and brands such as Pepsi's Lipton Brisk, across social networks, including Facebook, LinkedIn, MySpace and others.

"The display advertising space has countless technologies and platforms to create efficiency, like exchanges and DSPs, but no one has introduced efficiencies to social advertising. The fragmented nature of the social web has caused ad agencies a massive loss of opportunity. We've created a platform that makes social advertising as easy as friending on Facebook, so ad agencies can finally scale social advertising and grow their businesses," said Nikhil Sethi, co-founder of Adaptly.

Every social network has its own distinct set of data, ad formats and advertising platforms, so advertisers and media buyers have to broker individual deals with each social network. It's a time-consuming and disorganized process that is significantly suppressing the growth of social advertising. Because there are no standards in social advertising, the landscape will only get more complicated as the industry continues to grow and more ad formats are introduced.

The Adaptly platform introduces check-box simplicity to advertising on any social platform that has (1) its own customized ad units and (2) a distinct audience, delivering three key benefits:

1. Reach -- There are 1.5 billion people on social networks, but each social network has its own ad platform and set of data. As a result, the social web is comprised of locked groups of audiences that are difficult for advertisers to reach. Adaptly unlocks those audiences to deliver massive reach to social ad campaigns.

2. Scale -- On average, it takes 9 minutes to create one social ad unit and a 1,000-ad campaign takes 150+ hours to manage per network. With the Adaptly platform it only takes two minutes to execute a 1000-ad campaign across all networks, and virtually no time to manage.

3. Auto-optimization -- The Adaptly platform continuously monitors the success of a campaign and proactively offers new opportunities for audience segments.

Adaptly, based in New York City, has closed a total of $2.7 million in funding from First Round Capital, Kirschenbaum Bond Senecal & Partners, Charles River Ventures and Lerer Ventures.

"Adaptly is fundamentally changing the game in social advertising," said Chris Fralic, partner, First Round Capital. "They've introduced enterprise-grade technology to social media advertising to create efficiencies in a highly fragmented market. The growth potential of their business is huge. They can integrate new social platforms as they're developed, expand to global social networks, and provide unique insight into social advertising that, until now, has only existed in traditional display advertising."

Whether the objective is to increase likes or Fan Pages, increase brand awareness or just improve click-through rates, advertisers can use the Adaptly platform to execute network-specific buys or to reach targeted audiences across all social networks using first-party data.

Adaptly provides media buyers with the easiest and most efficient way to advertise across the social web. Adaptly provides the only solution for executing social media ad campaigns across any social network with one single buy. The company has powered campaigns for many of the top agencies and brands across the world, thereby unlocking the current walled gardens of social networks that have become a critical component of any brand's advertising plan.