Meebo has acquired “psychographic targeting” firm Mindset Media for an undisclosed sum. Psychographic targeting is a form of user profiling that takes factors like a user’s age, gender, and known preferences into account when targeting ads. Meebo hopes to use the Mindset Media acquisition to enhance the ad-driven part of its business. Twelve of Mindset Media’s fourteen employees will be joining Meebo as part of the acquisition. Two employees from Mindset Media’s business development team will be moving on.
Meebo says its Meebo Bar is now on over 8000 Websites that together reach over 76 million Internet users. Meebo lets users send IMs, share Web content through services like Facebook and Twitter, and “check-in” to pages they’re browsing through Meebo’s toolbar. Meebo is developing ads for its Website toolbar that will be interactive, shareable, and multimedia rich. Mindset Media will retain its own brand identity after management is folded in to Meebo. Current Mindset Media CEO Jim Meyer will become a Senior Vice President at Meebo. In December, Meebo closed a $27.5 million Series D round of funding.