Marketing Firm 33Across Aims for Publishers with Tynt Acquisition

In a stock-based transaction, “social graph” marketer 33Across purchases Tynt Multimedia. Tynt, used by 500,000 publishers, provides a free tool set that allows publishers to track the copy and paste actions of content among users, as well as social sharing and keyword activity.

33Across's social graph consists of 200 million+ users. “We narrow how brands can interpret the graph in order to understand how to best market their businesses in a social environment. We call that the ‘brand graph’,” says Allie Kline, VP of marketing with 33Across. The company currently partners with over 350 brands, such as Visa and Jones New York.

Through the graph, the company tracks potential audience size, audience behaviors (content consumption patterns, video shares, etc.), shared interest among audience users and audience demographics. 33Across provides the social graph for free, and monetizes through media purchase and creating campaigns for clients on the web. According to Kline, Tynt’s suite of services is a natural extension of 33Across’s mission.

“Tynt’s technology is better than the others out there, and their distribution is hugely substantial,” she says. “They’ve been providing a free service to publishers, and also layering on analytics that extract intelligence out of digital data and providing that back to a constituent. That is consistent with what we do.”

Working with Tynt, 33Across hopes to break from the “buy” into the “sell” sector in the publishing industry. “We do believe that now, with Tynt as part of our family, we’ll be able to serve media to individuals,” says Kline. “If we see any of those individuals on any of our own publishers’ sites and on any of the Tynt publishing sites, we’ll certainly prioritize those relationships and try to drive incremental revenue to those groups.”

Tynt’s staff will join the 33Across team, and 33Across will acquire Tynt’s technology, patents, analytics and toolsets. Terms of the deal were not disclosed.

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