In the US, online ad pioneer Gurbaksh Chahal has launched RadiumOne; a new ad platform which uses social data to enable brands to find consumers who most resemble their current user base, and identify users who are most likely to engage with their ads.

The firm has been set up by Chahal, who previously founded Click Agents and Blue Lithium, which he later sold to ValueClick and Yahoo! Last year, he rolled out social media technology platform gWallet, which enables publishers to gauge and increase the ‘lifetime value’ (LTV) of users on their applications.

His new platform RadiumOne uses ‘social retargeting’ algorithms to analyze how users interact with one another and find the consumers that most closely identify with the brand’s current customer base. This, Chahal says, enables companies to serve the right ads to the right social groups at the most appropriate time.

As social media users share information like links, blog posts, and videos, RadiumOne analyzes interactions and places these consumers on a social graph that classifies their behaviour. It then takes social data and segments the various interactions to form ‘social clusters’ of people who know each other and share common interests, then uses these new groups to serve ads.

The system can also track anonymized consumers who share a link with the advertiser’s current customer base and serve these new prospects ads with which they are likely to engage.

‘I am thrilled that we will be bringing new effectiveness and efficiency to the science of targeted advertising,’ Chahal says. ‘The new data that is available will allow us to deliver ads that really matter.’

RadiumOne will become the parent corporation that will eventually house a number of brands aimed at specific ad verticals, including gWallet. All these companies will share data and targeting capabilities across a unified platform.

Web site: www.radiumone.com .

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