Jives Media

Dynamic Signal’s Shift Into Employee Advocacy

Dynamic Signal, founded by Russ Fradin after the $300 million acquisition of his prior startup Adify by Cox Enterprises (which Cox has since shuttered), has broadened from paid media into employee advocacy, a segment that now accounts for about half of its revenue. The platform enables brands to help employees share content on Twitter and LinkedIn in a way that is legal, compliant, and traceable to business impact, with a focus on authenticity rather than shills. Customers range from as few as 20 employees to as large as 400,000, and use cases span social selling, event promotion, social recruiting, and thought leadership. The company emphasizes security and compliance—such as single sign-on and automatic deactivation for departed employees—while investing in a deep Adobe Omniture integration and mobile-first sharing (about 90% on mobile). The goal is to empower employees to advocate for their brands rather than police them, a shift Fradin says has become core to the business.

Evidon Taps Emily Riley To Package Ghostery Data For Enterprise Clients

On January 7, 2014, Evidon named Emily Riley as Chief Operating Officer to help package and monetize data from its Ghostery browser plug‑in for enterprise clients. Ghostery data comes from Evidon’s network of about 20 million users and dates to an acquisition in 2010. Evidon aims to scale its data business beyond publisher and agency reporting by delivering enterprise reports that analyze website performance, warn of data leakage, and support competitive intelligence. Riley, a former Forrester analyst who helped Audience Science pivot from an ad network to a data‑intelligence business, will lead Evidon’s go‑to‑market for data offerings. Audience Science reportedly has 15 enterprise customers, with Procter & Gamble cited as its largest. Riley will remain an adviser to Audience Science. Evidon also operates the AdChoices self‑regulatory program, a mature revenue stream. The move signals Evidon’s push to monetize data while keeping privacy and transparency central to its strategy.

A Year After Closing Ad Net, AudienceScience Adds Direct Deals Tool

AudienceScience, which closed its ad network business last year, is expanding its SaaS-focused strategy with Gateway Media Direct, a direct deals tool that enhances its Gateway DSP/DMP platform. The company argues that programmatic advertising is evolving toward a one-stop solution for advertisers, enabling buyers to manage direct-bought and exchange impressions within a single system. It relies on an annual-fee model rather than impression-based pricing, with Procter & Gamble among about 30 marketer customers. AudienceScience reports monthly volumes of 2.5 billion impressions and more than 10 billion impressions processed on the DSP/DMP side, and notes video is growing in importance. The firm has increased its engineering team by about 10% and expects to offset the net’s former staffing reductions by hiring into engineering and related roles in the coming quarters. The company previously rebranded from Revenue Science in 2009 and positions itself as a transparent, open-platform advertiser solution.