Cross-posted from my Forbes.com blog The New Persuaders:
Writing the other day about Google’s attempt to create an operating system for display advertising, I noted that a big hole in the search giant’s offering was social advertising, or at least display advertising placed on social sites.
While Google no doubt will try to plug that hole, it turns out other companies are already on that case–in particular one that’s getting a new slug of funding announced this morning. Unified, a startup that offers what it terms a social operating platform, said it has raised $10 million in a Series A round.
What’s interesting is that it’s from Advance Publications, owner of Conde Nast publications such as Wired, The New Yorker, and Vogue as well as Parade Publications, American City Business Journals, and others. That’s a sign that traditional media is finally getting interested in more than social media’s buzz and wants to find a way to cash in on it as well. Unified, which moved into a public beta of its platform in January, also raised a $4 million debt facility from Silicon Valley Bank.