Social Net Ad Targeter Lookery Secures $2.25M Funding

(PaidContent.org)  This story was written by David Kaplan.

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Lookery, a company that trolls demographic data on social net users and sells it to ad networks, has raised $2.25 million, Venturebeat reports. It says Lookery has already raised $1 million in angel funding. Since initially starting as banner ad network for third party apps on sites like Facebook and MySpace, the company has morphed into an aggregator of demographic data. In addition to giving sites a tool that records the users demo information based on their activity, Lookery also buys data from other companies. Also, Lookery doesn't operate directly on Facebook, because the social net doesn't allow third party ad networks to target ads using its users' information. Instead, Lookery imports the data it gathers outside of that site to serve ads inside Facebook.