Another big initiative for the company is its “real-time marketing platform,” leveraging its social data asset and hooks to 100 social sharing services – Facebook, Twitter and LinkedIn being the most popular.
This particular platform is in private beta with a few clients, but will be more widely available next year. While ShareThis had already developed tools for direct response advertisers, the new platform is designed to enable marketers to be more proactive around big events like the Oscars, World Cup or Olympics, and target relevant audiences around a developing trend, product or topic as opposed to “passively dropping Tweets in-stream,” claimed Abrahamson. “We’re taking our audience data and turning it into interesting products for agencies and brands.”
Abrahamson also credited the March 2013 acquisition of social app developer platform Socialize as forming the basis of ShareThis’ developing cross-device solution. As a result of the acquisition, Socialize extended ShareThis’ online social data measurement to 67 million iOS and Android devices, which let publishers close the loop between desktop-to-mobile shares from a common platform.
“A lot of companies are doing a nice job building out algorithmic models for cross-device tracking, but what’s different about what we do is we have this social signal of interest and intent,” Abrahamson claimed.
Of course, so does Facebook – though unlike Facebook, Abrahamson said, ShareThis doesn’t confine its partners in its own ecosystem.
“We see this as an alternative because we see intent across all different services,” he said.
ShareThis competes with platforms like AddThis and Bit.ly, which have also beefed up their offerings in the last year to include publisher content and analytics, as well as paid, earned and owned media tools for marketers.