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RadiumOne’s new tool goes after consumer connections

Social advertising specialists RadiumOne has launched re.Po.st, a URL shortening and real-time audience targeting tool that identifies social connections.

The service will help brand advertisers to target and discover new audiences based on the data shared across the web. Before its public launch, re.Po.st has been used by automotive, entertainment, retail and consumer package goods brands.

The tool will identify the connections of consumers who already engage with the brand, allowing advertisers to reach their friends and families through shared online connections. RadiumOne aims to leverage this to bring greater scale and relevance to campaigns that will help drive conversion rates.

As well as having the same features and data analytics offered by other URL shortening services, re.Po.st also allows for API integration with several social media management tools, automated audience segmentation and vanity URLs. It is also free for brands.

“Given the fact that consumers share and interact with nearly 16 billion pieces of information across the open web every day, URL shortening should be a vital part of any brand's social strategy, especially since brands are, in effect, publishers in social media,” says RadiumOne chief executive Gurbaksh Chahal. “A tremendous amount of audience data now sits on the social web.”

The service is part of RadiumOne’s Dynamic Audience Platform (DAP) which collects insights from a suite of consumer-facing products. In March, it added a social media content publishing app to that suite called Via.me, which also feeds data into the platform.

David Hing, London