Digital Society Laboratory (DSL), a Russian developer of Internet-based advertising and analytical applications, has just launched SocialKey Ads, which it presents as a platform to profile and manage ads in Russian social networks. The company invested no less than $3.5 million in the project, reported Russian tech blog Firrma.ru.
Inspired by such western solutions as Nanigans, Adobe AdLens and Marin Software, the SocialKey Ads technology aims to adapt ads to different user groups.
These groups (for example, “top managers,” “gamers,” or “travellers”) are defined based on more than 300 parameters and targeting information collected from a variety of sources, from social networks, to thematic sites, to search queries and transaction-related data. The company claims it can define and target a segment in a personalized way, based on an advertiser’s specific requirements.
This approach allows advertisers to increase sales “by 30%,” according to the company.
The solution currently operates on Vkontakte, Moi Mir and Odnoklassniki, the three leading Russian social network. The company plans to cooperate with Facebook later this year, according to Firrma.ru.
