ADOTAS – In the last year, online IM service Meebo has successfully transformed into a comprehensive social dashboard. The last few months have seen development upon development: after giving users the ability to check into their favorite websites in November and closing a Series D round of funding with $25 million, Meebo announced that its U.S. audience had reached 76.6 million, a 123% increase year over year.
Further shape-shifting appears to be on the horizon with the acquisition of Mindset Media, which specializes in psychographic audience measurement and ad targeting. Meebo had been partnering with the targeting firm for the last year.
Mindset goes beyond demographics to link consumers with advertisers using psychographic profiles and personality types based on browsing behavior collected through cookies. The New York-based company will operate as a business unit within Meebo and manage its own client base.