GraphEffect Launches Facebook Targeting System

Santa Monica-based GraphEffect, the Facebook marketing and advertising technology firm headed by James Borow, said this morning that it has launched its Facebook targeting system from beta. GraphEffect is venture backed by CrossCut Ventures, Rincon Venture Partners, Founder Collective, Baroda Ventures, Lerer Ventures, Thrive Capital, and angel investors Matt Coffin and Stephano Kim. According to the company, its new Facebook lookalike targeting system allows marketers to target Facebook users based on the behavioral characteristics, rather than explicit information in their profiles. As part of the launch, the firm said it has added Brandon Berger, Bob Dees, Peter Hershberg, and Dave Knox to its advisory board. Berger is Chief Digital Officer, Worldwide, at Ogilvy & Mather, Dees is VP of Strategy at SpotXchange, Herschberg is President of SocialFlow, and Dave Knox is CMO at Rockfish Interactive.


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