The call for an audit of Facebook’s metrics comes a week after the social network acknowledged inflating its video metrics.
Online retailers such as apparel retailer Lilly Pulitzer use the vendor’s technology to interact with consumers on social networks.
Digital marketing software vendor Offerpop has closed a $15 million Series C round, bringing its total funding to $25 million.
New investor Edison Ventures led the round, which also included new investors Hearst Ventures, a unit of Hearst Corp., and Salesforce.com. Existing investors Windcrest Partners, CommonAngels and Mesco Ltd. also participated.
Offerpop says it works with more than 2,000 brands, including online merchants such as apparel retailer Lilly Pulitzer, to help them manage user-generated photos and social media posts about their products. The vendor plans to use the funding to expand the tools it offers on its platform, as well as to open new offices in the United States, Europe and elsewhere around the globe.
“The world of brand marketing is changing every day,” says Wendell Lansford, Offerpop’s CEO. “With the rise of mobile and social, the most powerful content is now user-generated. And the most effective marketing is authentic and consumer-driven.”