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Search Agency Update - What Are Companies Up To?

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Bits and bobs to keep up with search agency news: Limelight Networks, eXelate, Mullen, ShopLocal, RSG Media Systems and Mixpanel.

Money Matters

Acquisition
Limelight Networks, the content delivery network, said it acquired cloud-based video publishing and analytics services Delve Networks for an undisclosed sum. Delve Networks' software-as-a-service platform provides online businesses with a customizable tool to add, manage, syndicate, analyse and monetize web video, Limelight Networks said in a statement. "As the creation and consumption of online video grows, so does the need for online video publishing platforms to have the scale to capitalize on that trend," commented Alexander Castro, founder and CEO of Delve Networks.

Funding
eXelate, the behavioral targeter, said it raised $15 million in its second round of funding. Investors were Menlo Ventures and Carmel Ventures, eXelate said in a statement. The money raised will be used to "continue to enhance its data marketplace footprint, as well as expand the functionality of its robust data management toolset," it said. The company also intends to continue educating consumers on behavioral targeting, as the debate on privacy rages on.


Launches

New Services
Mullen, the integrated advertising agency working for television, print & digital advertising, web design and social media, has opened a dedicated mobile practice, called Mediahub, MediaPost reported. The unit will "focus on the creation and distribution of mobile apps, banners and tablet creative, as well as mobile commerce, campaign metrics, and offline campaign activation," it said.

New Products
ShopLocal, the local coupon finder, launched a Facebook marketing suite. "The new suite of tools includes a Deals tab, Deals widgets and targeted ads that promise to combine the power of the local weekly circular with the world's largest social network," MediaPost reported. "Users can 'like,' comment on or share a deal, and click through to purchase and subscribe directly to a retailer's RSS feed," it added. The "Become a Fan" widget is embeddable widgets can be installed on any Web site, giving retailers the ability to publish local store promotions to the widget and directly to fans' Facebook news feeds. The package also includes running Facebook Ads for deals and offers found on companies' Facebook pages.

RSG Media Systems, the media monetization firm, launched a new analytics tool, Zoox, with predictive algorithms to help better sell and maintain a pricing discipline. "Often sales reps just want to close a deal and accept a price that is too low," says Sriram Subramanian, head of RSG Media's Analytics & Optimization group. "There's not only the direct cost of lower prices; there's also the opportunity cost."

Mixpanel , the real-time analytics service has launched its service for Android users, two weeks after debuting its iPhone app. Better than words, here's the company's video explaining what it is:

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