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140 Proof

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140 Proof is the first social stream advertising platform, reaching 175 million users on Twitter by parsing the public social stream of data providers like Twitter, Foursquare, and Blippy. 140 Proof’s API provides the main revenue streams for social stream applications and websites like UberTwitter, Echofon, HootSuite, and Plixi.

The company was founded in 2009 by Jon Elvekrog and John Manoogian III, formerly of LinkExchange and Organic, respectively. 140 Proof grew out of the social currency app Plus One as a way to target positive sentiment in the social stream.

140 Proof Advertisers can promote a short, contextual message with a links that appears above the social stream of users fitting a specific demographic “persona”. The ads are full social objects, meaning they can be replied to and retweeted, multiplying the reach of the ad and lowering the advertiser’s effective cost, since impressions from retweets are not charged for.

Anyone with a Twitter account can launch a 140 Proof ad campaign network and start targeting an audience by defining keywords, locations, and influence criteria on Twitter.

140 Proof self-serve campaigns are sold on both a CPM and CPC basis, and advertisers with high-volume needs can upgrade to full-serve campaigns where creative, targeting, and optimization are handled by 140 Proof’s services group.

Current customers include brands like Microsoft, Infiniti, General Motors, Levi’s, AT&T, and Victoria’s Secret.

Milestones

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• 
  140 Proof added Amanda Gharghour as Director of Product Management. (6/20/11)
  Posted 6/24/11 at 11:19am
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  140 Proof added Shane Doyle as Director of Sales. (11/1/10)
  Posted 11/17/10 at 9:15pm
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  140 Proof added Vanessa Naylon as Social Stream Writer. (7/1/09)
  Posted 11/16/10 at 5:09pm
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  140 Proof added Jamie Wilkinson as Engineering Lead.
  Posted 11/15/10 at 6:23pm
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  140 Proof added Andy Scott as Head of Business Development and Sales. (1/1/10)
  Posted 10/29/10 at 8:59am
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  140 Proof added John Malloy as Board of Directors.
  Posted 9/7/10 at 3:54pm
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  140 Proof added Andy Smith as Advisor. (7/1/09)
  Posted 7/1/10 at 1:56pm
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  140 Proof added Ron Conway as Advisor.
  Posted 3/20/10 at 3:46pm
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  140 Proof added Chad Stoller as Advisor. (7/1/09)
  Posted 3/20/10 at 3:41pm
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  140 Proof added Jon Elvekrog as Co-Founder, CEO. (7/1/09)
  Posted 1/15/10 at 10:20pm
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  140 Proof added Erik Michaels-Ober as Co-Founder, Engineering. (7/1/09)
  Posted 1/15/10 at 10:20pm
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  140 Proof added John Manoogian III as Co-founder and CTO. (7/1/09)
  Posted 1/15/10 at 10:20pm
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  140 Proof received $2.5M in Series B funding. (4/28/11)
  Posted 4/28/11 at 6:22pm via finsmes.com
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  140 Proof — Added Mark Kingdon — angel investor in Twitter and former CEO of Organic — as investor. (4/28/12)
  Posted 4/27/11 at 6:19pm via angel.co
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  140 Proof — 140 Proof welcomes Ron Conway, Buzz Andersen, and Chad Stoller as advisors. (12/10/10)
  Posted 10/23/10 at 4:10pm via 140proof.com

Videos

Screenshots

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Sources

1. 140 Proof Closes $2.5M Series B Funding (finsmes.com) [edit]
2. 140 Proof (140proof.com) [edit]
3. Angel List (angel.co) [edit]