One of my favorite daily activities during college was doing the crossword puzzle in The Cornell Daily Sun. It was a nice diversion during lunch (or an especially boring class). One of the best things that you can do while working on a crossword puzzle is to get one of the large horizontal words in the middle of the puzzle. These words are often 32 or 33 across, which is where 33Across got their name. They’re a company that “uses social graph data to dramatically improve online marketing” and “unlock the puzzle of social connections.” In other words, they have built a platform that targets advertising to people whose online connections already use the products or services that are being advertised. 33Across is based in New York, NY, and they have another major office in Sunnyvale, CA. Social advertising really is a lot like 33 across on a crossword puzzle–it’s really tough to solve, but when you do it opens a world of opportunities.

Here’s a Clue

Word of mouth marketing has always been the holy grail of marketers. If you can get people to tell their friends about your product or service, you win. It seems like every “social advertising” company is trying to figure out how to influence and promote more word of mouth. 33Across has taken a different approach to merging advertising with the data in social graphs. They do a great job of explaining how their “SocialDNA” Platform works on their website, so here’s what they have to say:

In order to deliver relevant ads, we have developed technology which tries to predict what consumers might be interested in based on anonymous data collected from various web sites. Specifically, our technology focuses on social interaction data. How does this work? One example is that when two people post a comment on the same photo on a social network site, our technology might assume that these people are part of the same social circle, and therefore may have similar interests. Then, if one of those people clicks on an ad for running shoes (for example), our technology might deliver the same ad to the other person.

Even though it all feels a little creepy, I love how the science of online advertising is advancing these days. If I’m going to have to look at ads, they might as well be relevant to me. If you’re good at solving crosswords and interested in the connection between advertising and technology, then you should check out jobs at 33Across. They have a couple of options for new or recent grads right now including Campaign Analyst (New York, NY) and Assistant Operations Analyst (New York, NY). And for those with a little more experience, they’re also looking for a Junior Financial Analyst (New York, NY) and R&D Engineer/Scientist (Sunnyvale, CA). 33Across looks like a really cool company, so read up on them and see if they’re a place you might wan to start your career.

Links to Help You Begin Your Research

• 33Across.com
• Jobs at 33Across
• About 33Across
• 33Across’ Platform
• 33Across in the News

Do you do crosswords?

We've identified 33Across as having career opportunities in the following categories:

• advertising
• all employers
• analyst
• analytics
• California
• data
• finance
• market research
• marketing
• New York
• online marketing
• operations
• research
• software development
• web development

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