Social advertising and optimization technology outfit Adaptly rolled out a new solution aimed at tapping paid media opportunities on Facebook and other social networks to ensure that brand-generated content reaches its full audience.
The company said its new Evergreen solution automatically generates media by converting brands’ posts on Facebook and other social networks into native advertising, extending the reach of those posts and boosting user engagement.
Adaptly added that on average, brands’ Facebook content reaches fewer than 16 percent of their audiences, and the company said Kraft Foods is on board as an Evergreen user.
The company also announced a $10.5 million series-B funding round, led by Valhalla Partners, with all existing investors participating, including First Round Capital, and joined by new investors Time Warner Investments and Vivi Nevo.
Adaptly said the funds will be used for product development, expansion of its sales team, and further international development.
Co-Founder and Chief Executive Officer Nikhil Sethi said of Evergreen:
This represents a fundamental shift in value for social marketing. Paid is only as good as the content behind it, and content is only as good as how many people it reaches. Adaptly aims to solve these marketing problems with Evergreen by giving brands the power to maximize the reach of their highest-quality content.