Dive Brief:
- Vertical Mass will soon launch the Identity platform to collect data and measure engagement from of entertainment and sports fans across the web.
- Identity will help clients such as Footlocker, Warner Bros., and individual celebrities find and target their most passionate fans.
- Data partners include pro sports franchises, movie studios, and record labels.
Dive Insight:
Startup Vertical Mass is attempting to bring celebrities and brands better understanding of their fans on the web. Its Identity tech platform will collect information on fan activity and engagement in social media, websites, mobile apps, e-commerce sites and content-streaming services to better target campaigns to avid enthusiasts.
Among Vertical Mass’ more than 300 clients are companies such as Footlocker, Procter & Gamble, and Warner Bros., in addition to celebrities in entertainment and professional sports. While these industries are adept at generating buzz, they haven’t been aggressive about building data-driven marketing strategies Vertical Mass indicated.
Vertical Mass has raised $3 million in venture capital in less than two years.