Social Ads Startup Unified to Buy Facebook Analytics Firm PageLever

Social Dealmaking Continues As Startups Seek Dance Partners

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Social ads startup Unified announced Monday it is buying Facebook analytics firm PageLever for an undisclosed sum.

Sheldon Owen
Sheldon Owen

New York-based Unified, which raised $14 million from Advance Publications and other sources, will maintain PageLever's offerings as standalone products.

"With the addition of PageLever, Unified now offers the industry's most innovative Facebook news feed solution along with the most complete social advertising platform to access all major social networks," said Unified's CEO Sheldon Owen in a statement.

The marriage of the two comes after a flurry of deal-making last year as companies with social ad-buying capability joined firms that focus on social-media management and analytics, essentially bringing together earned and paid capabilities on Facebook. The most notable example of that was Syncapse's acquisition of Clickable last June.

Many of the big players were snapped up in 2012, including Buddy Media, purchased for $689 million by Salesforce.com; Virtue and Involver being gobbled up by Oracle; and Google buying Wildfire. But it appears that smaller companies are continuing their search for a dance partner.

Founded in 2011, Unified has about 40 employees. PageLever is a YCombinator startup founded in 2010 that has seven employees who will now work from Unified's San Francisco and New York offices and had raised a small angel round of an undisclosed amount.

Though small, it got attention late last year with a widely circulated defense of Facebook marketing against the charges of Dallas Mavericks owner Mark Cuban, who claimed MySpace, Twitter and Tumblr were better for brands.

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