Clearspring Enters Ad-Data Business
The rise of ad exchanges and audience-based buying strategies has led widget provider Clearspring to morph into an audience data company.
Clearspring distributes the AddThis sharing tool deployed by publishers that reaches 1 billion people. AddThis — which facilitates content sharing across social networks — is collecting reams of data on user interests, preferences and media consumption patterns. Now the company hopes to turn that into a new-style advertising play, only without actually showing ads.
Instead, Clearspring is opening up its data set to advertisers in an audience platform the company has tested since January.
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