Google Ventures Leads $1.2M Round For TrueLens, Which Uses Social Data To Improve Customer Targeting

Marketing startup TrueLens?announced that it has raised a $1.2 million round of funding. The company is also unveiling its core customer intelligence product, which it calls Socialgraphics. Co-founder and CEO Roy Rodenstein admitted that social marketing and advertising is "a noisy space," but he argued that TrueLens fits into a different bucket than most of the bigger names in the industry. First, there's the social marketing world, where brands can run social marketing campaigns and collect social data, but they find the data "aren't really actionable from the core marketing function." Then there's the display advertising market, which targets banner ads on a number of different data points. And lastly, there's the market that TrueLens is aiming for.

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