BuzzLogic has pivoted from social media monitoring to an online media company that aims to improve brand metrics and ROI via a media index and analytics platform. The company now positions itself as helping brands engage and activate media across the social and conversational web rather than only listening. CEO Dave Hills says BuzzLogic is growing revenues greater than 50 percent a quarter and is now listening and engaging at huge scale. The funds from the recent round will be used to introduce new advertising products for the social and conversational web and to expand the sales force. BuzzLogic announced a $7.8 million Series C and has raised $28 million in total funding to date. Investors in the round included Bridgescale Partners, Adams Capital Management, investment banker Bob Colman, Bridge Bank (which provided debt) and others. BuzzLogic operates an advertising platform that identifies and targets audiences engaged in specific blog conversations. Its core technology includes the Conversational Ad Targeting Platform, which uses advanced content and social analysis to target ads to blog readers. The company also launched BuzzRoll™, a content distribution ad unit designed to help brands create more meaningful connections with blog readers and to work in conjunction with its targeting platform. BuzzLogic plans to use the new capital to scale its national sales team and invest in additional product development. The company appointed John Donahue (formerly of Omnicom Media Group) as CTO. Financially, it closed an $8.8M Series B round to fund these initiatives. BuzzLogic operates the Conversation Ad Network, an ad platform that uses algorithms to identify major and second-tier influencers and place targeted ads on their blogs. The company evolved from a brand-monitoring service that tracked who was talking about brands and how influence spread across the web. Unlike next-generation social-targeting platforms that use cookies and behavioral analysis, BuzzLogic's approach does not rely on behavioral data. After several months of testing the ad product, the network includes over 500 blogs and can be used to refine campaigns on AdSense and other major networks. BuzzLogic is capitalized to about $13.5 million and has gone live commercially. A pilot with Military.com surfaced over 2,000 blogs and news sites for a niche audience, placed ads on roughly 250 sites, and delivered readers who arrived in larger numbers and spent more time on site.

Total raised

$30M

Funding rounds

4

Latest round

Series C

Latest activity

May 2011