140 Proof
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| Private | |
| Industry | Advertising |
| Founded | San Francisco, California, United States (July 2009) |
| Founder |
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| Headquarters | 77 DeBoom Street, San Francisco, California, United States |
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Area served
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Worldwide |
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Key people
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| Services | Social Advertising |
| Website | 140proof |
140 Proof is an advertising company that uses social data from many sources to target relevant ads based on consumers' interests as indicated by their social activity across networks.
140 Proof was launched in 2009 by Jon Elvekrog and John Manoogian III. The company partners with a large number of apps and social networks to use people's public social network activities to target relevant ads with the blended interest graph.
140 Proof began as an app-based network: its name is a reference to the 140-character limit on Twitter. 140 Proof does not serve ads on the Twitter website itself; instead its API is used by third-party apps to display targeted ads appearing on apps, social sites and mobile networks. Additionally, the service allows advertisers to run campaigns on blogging platforms like WordPress and Tumblr.
Brands advertising via 140 Proof’s API include Victoria’s Secret, UPS, Nike, AT&T, Microsoft, General Motors and Levi’s.While its largest market is the United States, 140 Proof also serves customers internationally.
In 2012 the company launched a platform to help big media brands monetize their content. The platform allows media brands to offer their advertisers social ads and access to their audience in settings beyond their home website. Additionally, media brands can use 140 Proof’s targeted advertising algorithms to reach people with interests similar to their existing audience.
During the 2012 U.S. elections, 140 Proof provided social advertising to political campaigns. Campaigns could custom-build target audiences for their ads, or choose from 140 Proof’s pre-built voter personas, which included “Swing Voters” and “Tea-Partiers”. The ad service worked best for customers campaigning at the state level or higher, because its targeting technology is more effective with larger audiences.
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